ENDEARING CLASSICAL WESTERN MUSIC TO TURKEY CANNES YOUNG LIONS – YOUNG MARKETERS Almula Söylem & Seyran Doğan.

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Presentation transcript:

ENDEARING CLASSICAL WESTERN MUSIC TO TURKEY CANNES YOUNG LIONS – YOUNG MARKETERS Almula Söylem & Seyran Doğan

UNCONSCIOUSLY IN OUR LIVES Love & Non- existence Excitement Anger Hope

THE PROJECT: STORY CAMPAIGN What is the link? What connects them? 1.Create a topic in their lives 2.Turn it to a common social activity

OBJECTIVES Business objective Increase percentage of classical music listeners by 15% pp.* Communication objective Evoke emotions after listening western classical music and give music pieces a meaning.

TARGET: STORYTELLERS Socialize with TV Extravert Stories of drama, power, intrigue and unrequited love Expert on daily hot topics Influencer Conventional women Traditional values Housewife Dignity in social life Soap operas

BARRIER Not relevantNot interested Don’t feel anything Don’t know the story Don’t understand Why? INSIGHT Resonate with classical masterpieces Show off intellectual level Why? BENEFIT

REASONS TO BELIEVE Choose your own taste Rivalry Immortal love Grief Love and affair Impressive stories, common emotions

HOW DELIVERABLES Creative concept and execution of integrated communication campaign for telling “the stories Catchy slogan Traditional Emotional Uplifting TONE OF VOICE TV Event / Guerilla Outdoor PR CHANNELS

EVEN IF YOU LOSE THIS BRIEF PAPERS... How would you tell the story of Beethoven’s Moonlight Sonata?