There is regulatory body in Turkey: The Radio and Television Supreme Council. Branded entertainment is limited to TV and Radio. For online media, there are no restrictions unless the site or media company rejects the project due to their corporate policy.

Philips wanted to launch its Smart TV product in a market that was highly competitive. Consumers were unaware of how to utilise Smart TV.We had to reach tech-savvy people, mainly male, around 25-45 years old. They were exposed to many commercial messages from TV brands. To pull away Philips from the clutter, an amazing user experience is provided via real time mobile and web integration.

The project was executed on izlesene.com (a top video site by local rankings) where people engaged with a branded entertainment.

People were drawn to the project via banners in izlesene.com, blogs, cinema sites, social platforms and WOM.

The project is still alive. As of today:10,256 potential consumers had Philips Smart TV experience.

7,232 customer leads generated (CRM data collected).Total of 13,986 minutes spent only on interactive response system.Project triggered 1,129 social media comments (99% positive) and 1,723 social media shares.When we consider that an average user has 130 friends on social platforms (even further snowball effect is disregarded) the campaign reached almost an additional 150,000 people.

The results at every aspect so far are so impressive that the project became common practice for the Smart TV campaign across global Philips. A similar project will soon be implemented in Spain.