‘Ülker Çizi’ is one of the most popular biscuit brand in Turkey and ‘To satisfy one’s hunger’ is its positioning. ‘If it has more time to eat, eat an Ülker Çizi, satisfy your hunger.’ is also its tagline. When the subject is hunger, there is another thing is come to mind ‘Survivor’. Competitors try survive against their hunger at Survivor.
So to make the brand more popular again, we created Hunger Button the legendary experience which is special designed for famous Survivor story.
The PROBLEM
Ülker Çizi is a well-known brand but it get lose its value for youngsters. We need to make the brand younger.
The INSIGHT
Just then we talk about school, exams, family issues, money problem, young people survive everyday in Turkey. They are survivors of real life.
The IDEA
Ülker Çizi survives youngsters from hunger in daily lives. So we think that it can do more from this? And we find a unique way to do this: Ülker Çizi Hunger Button.
First time in Survivor TV Show’s history, a brand’s activation is a part of the challenges.
Survivor teams beat each others for hunger button. The ones who win the button could also win bonus for eating. The button has one rule, teams can push the button at once with the whole team’s approval.
It is for 4 months adventure. During this period, Survivor fans (youngsters) talk about
Ülker Çizi Hunger Button and brand awareness increased 200%.
TVC
KEY VISUAL
TV ADVERTORIAL
SOCIAL MEDIA
Snapchat
PRE ROLL
SUB-BAND
CASE VIDEO
Client: ÜLKER
Advertising Agency: Tribal Worldwide İstanbul
CREATIVE TEAM
Managing & Creative Director: Arda Erdik
Creative Director: Başar Bellisan
Art Director: İsmail Anıl Güzeliş, Emre Karaca, Sezen Balcı
Copywriter: Merve Selamet, Balım Beren Sunar, Kadri Bayaner, Burç Sabuncu
Project Manager: Ece Özmen Süvari, Onur Duman
Strategy: Arda Sesli
Advertising Agency: Tribal Worldwide İstanbul
CREATIVE TEAM
Managing & Creative Director: Arda Erdik
Creative Director: Başar Bellisan
Art Director: İsmail Anıl Güzeliş, Emre Karaca, Sezen Balcı
Copywriter: Merve Selamet, Balım Beren Sunar, Kadri Bayaner, Burç Sabuncu
Project Manager: Ece Özmen Süvari, Onur Duman
Strategy: Arda Sesli
KEY VISUAL RETOUCH
Retoucher: Gökhan Altıniğne [Alld Studio]
Agency Producer: Ümit Bak [Profilm]
COMMERCIAL PRODUCTION
Production: Autonomy Film, Istanbul
Director: Arda Birkiye
Agency Producer: Levend Çağıl [Profilm]
