In Turkey except for a certain group of people, there isn’t enough interest in short films.

Ironically, instead of watching short films our target group is busy with watching short videos via their mobile phones.

The objective of is to attract these people, increase the awareness of the Akbank Short Film Festival and make the festival’s occupancy rate 100%.

Because of its video feature and popularity among young people Instagram is the best medium to achieve these goals.

The idea is to create a unique interactive adventure on Instagram in which users put themself into main character’s shoes.

Instagram is the core medium of our idea. We created 37 unique Instagram accounts uploaded 37 different videos to these accounts.

The campaign started on Facebook with the teaser of the story.

Our banners has shown on Turkey’s most popular cinema blogs.

Twitter celebrities tweeted their experience about these interactive adventure with the campaign hashtag #shortway.

The Short Way has taken media’s attention its starting day.

The Short Way has made headlines in 28 web sites including popular marketing and advertising magazines such as Marketing Turkey and Campaign Jr. Turkey; blogs such as Bigumigu, Film Lovers and newspapers such as Turkey’s most visited online newspaper Milliyet.

Through these web sites we have reached 4 million people.

The campaign has reached 500.000 people on Twitter.

The number of our Instagram followers has increased by 43%.

The festival theatre has reached 100% occupancy.