Turkish men love to express their manhood, especially when others can see and hear them do it. We leveraged this insight, while also inspiring from the 1970s, the height of Turkish masculinity. We recreated this bygone era while updating it for today’s Turkish man.

Inline with the concept of our whole promo campaign, where men sent their slogans defining “manhood”, we gave men the opportunity to express the real men in themselves in front of the cameras by carrying TV copy setups outside. We uploaded these shootings to YouTube & Permatik web site and on-aired these on local TV channels. Men became short term celebrities among their neighbourhood.

Direct-to-consumer activity had an exposure to 370,000 people. In the direct-to-consumer activities, approximately 2,000 videos were shot on field. 10 collage films were produced & posted on YouTube that cumulatively generated over 60,000 clicks from YouTube visitors.Consumers generated their own content on Facebook and YouTube. 15 groups were created specifically for this campaign by Facebook users.Market share increased 1.5 pts during the campaign and “I love this brand” attribute increased significantly.