Vogue Turkiye 1st Year Anniversary

The Objective

First objective was set to increase sales

The second objective is providing the Vogue readers an emotional benefit.

Announcing Vogue’s 1st anniversary Turkish edition

The Target Group

Premium Turkish Women

The Concept

Planning a competition that would make them think the 1st anniversary edition concept “a daring year”

Vogue brought the world’s best fashion photographers Mert & Marcus and the world’s famous model Gisele Bündchen

The Media Strategy

1. Turkcell’s MobilCode (Microsoft Tag) embedded in a newspaper

1. WEEK

The Media Strategy

1. WEEK

2. Mobile rich media ads placed on mobile sites and applications

The Media Strategy

1. WEEK3. The promotion video placed into 200.000 NTV-MSNBC Video News Package

The Media Strategy

2. WEEK1. MMS sent to 25.000 people in high-income areas of Istanbul

Text VOGUE to 7516.Tell us boldly why you

want to win.

Do you dare?

The jumpsuit by Hakaan which Gisele wore for Vogue Turkiye can be

yours!

The Media Strategy

2. The promotion video sent out as Video IVR calls

2. WEEK

The Results

On the first day, the MobilKod (Microsoft Tag – 2d barcode) that was embedded in the printed ad was scanned more than 2.600 times.

Mobile video banners got higher than average CTR rates of %12, Mobile banners generated 10 times more return than web banners with %1,54 CTR rates.

The location based MMSes reached over %82 return of the average content view.

SUCCESS

Vogue’s anniversary edition increased its sales volume by %30 compared to the previous editions.