• Situation : For the last decade people are spending their bairam holidays at vacation resorts, instead of being with their families and visiting their elders. The bairam spirit was melting away from people’s mind.

• Brief : In order to overcome this negative trend that erodes our cultural values, we want to evoke the bairam spirit and let people remember the elderly ones and provide a platform to call them up to celebrate their bairam.

• Objectives : First of all, we aimed to struggle with the neglection of calling elderly ones at bairam and bring the real bairam spirit (that the elders still care about) back. The second objective was; not just searching for a general awareness but also to give people a simple and quick tool to reach elderly people in the nursery homes and talk with them on the phone (free of charge).

Our film is about an elderly man living in a nursing home and getting ready for the bairam (religious feast) morning. He wakes up, combs his hair, dresses up his clothes, and starts waiting for his relatives to come. He tells his feeling about the bairam and bairam spirit and how much the elders feel sad about not being remembered during bairam as in old days. At the final, as he mentions emotionally that “I understand not to be visited but, being not even called up on the phone, it really hurts”, we invite people to call the elderly people in the nursing homes and make them happy in this bairam with a motto of “let their bairam, be a real bairam” (bairam is used also as “happiness, joy” in Turkish) and direct people to our free of charge IVR celebration service.

• Implementation : We created a digital platform which is a campaign website integrated to an IVR service that enables the online users to easily click and call the elderly people in the nursing homes, leave audio messages and share the campaign post on social media. We also organised a celebration event in two different nursing homes with live music and catering, and spent the whole day with them to manage the call traffic in an order and send real time posts.

• Timeline : 2 weeks of concept creation and field work (selection of the nursing homes), 3 weeks of design and development of the online platform, 5 days of video production (project, shooting, post-production), field work in nursing homes at the first day of bairam.

- Placement: Viral video on youtube and local portals, digital display advertising, social media marketing and mobile push.