Our company, Elit Chocolate, was founded in 1924. For almost 90 years, we focused solely on B2B. We made no TV commercials, no print ads, no outdoors, no banners... So the brand used to be a total advertising virgin. When we decided to focus on B2C with an ad campaign, we had less than 10 Facebook and Twitter followers. The brand was virtually unknown to end-users. We believed that this brand deserved better recognition and all Turkish people should taste our legendary chocolate.

We created an ad campaign based on a slogan: master of chocolate, new at advertising. As we were hopelessly amateur, something always went wrong. During TV campaigns, our actors and actress had serious accidents. For outdoor campaign we picked the wrong shots and our model was looked terrible. We misunderstood the brief and made a 'welcome camping' ad for first issue of Campaign Magazine Turkey. For raising Facebook followers rate, we published a recruitment ad in career pages. We created an guerilla campaign to built an awareness for people caring themselves. Our message was clear: "Please don't die. We need you to consume our products". To raise our marketshare we tried our chance in every market (Fruit market, second hand car market etc.) For those who asked "who made such an unprofessional campaign?", we made a viral movie about a chocolate master started to work as junior creative director.

The campaign has been a huge success in Turkey. The brand awareness rose by 50%. Although the TV budget was virtually nothing compared to the giants of the category, our campaign awareness surpassed them by a mile. Thousands of online sharing and comments brought almost 20、000 Facebook and 900 Twitter followers. Today Elit Chocolate is one the favourite chocolate brands in Turkey, thanks to its great taste and even greater distinctive attitude.