Samsung is a very highly respected and successful brand in Turkey. Being a giant global technology brand, Samsung wants to use its resources to create a positive change with all its products and services to become a brand woven into the fabric of the societies all over the world. Turkey was no exception.

With this objective in mind, Samsung decided to launch a video call center exclusively for the three million deaf people in Turkey, whose needs are largely neglected by the public authorities. To communicate this initiative we arranged an act in order to make people aware of the difficulties of the deaf and lead by example.

We organized a surprise for a deaf young man, Muharrem. When he woke up one day he saw that the entire neighborhood was speaking his language. Puzzled, he arrived at a billboard, where he saw our call center specialist Melek (which means Angel in Turkish) announcing a special call center service for deaf people like him.

The video of the act was published on Samsung Turkey’s official Facebook and YouTube accounts. Popular media channels including Time, Huffington Post and Guardian, covered the act on TV news, newspaper columns and social media. The advertising equivalent of PR coverage amounted to 3.2 million USD with only an investment of 30.000K USD. Best of all was the reactions of government and popular artists, who announced plans to deliver services for deaf people.

Upon the completion of the infrastructure of the video center, we arranged an act to announce it. With the help of the Society of Deaf People, we decided to pick Muharrem for our surprise stunt. We organized training sessions for the people that would appear in our stunt. After a month of preparation period, the act was staged with the help of Muharrem’s sister. We recorded every step with hidden cameras. Then we posted the video of it on Samsung Turkey’s Facebook page. That was all we needed to do to succeed. The video immediately went viral through different channels without any significant media boost.

We spent only 30K USD for online media.