Turkish youth were able to watch the original episodes of Made on MTV but it was impossible for them to be part of the programme. We decided to take the sponsorship one step further and give Turkish youth a chance to be on the programme. We adopted the same format but created a local content.

Using TV announcements and internet banners, we directed people to our web site and invited them to apply to be on the programme.We sponsored Original Made for 3 months and continued the sponsorship with the creation and broadcast of 3 Local Made episodes: A football player, a hip-hop singer and a catalogue model. The 3 candidates had very prestigious training. The football player was trained by the coach from Beşiktaş (one of the biggest clubs in Turkey). The Hip-hop singer’s coach was a famous rap

REGAL Made became one of the most popular TV shows in Turkey within the youth demographic. Both the number of applicants to be part of the local Made and the number of voters were higher than expected, thousands of applications were received. With the local episodes of Made we succeeded in changing people’s lives in line with our brand offer and created the emotional connection between the youth target group and the brand.REGAL’s market share increased from 3% to 5% compared to the previous year.

According to target group index trend analysis, the popularity of the brand increased 38% among 18-24 year- olds when compared to 2 years before.