This case presents the story of how Vestel -the challenger local brand in Turkey’s home appliances market- managed to make an unprecedented brand experience which is culturally relevant to Turkish people’s wedding ceremonies tradition. We achieved changing people’s old customs by transforming home appliances into the promotional items which are small pinnable objects in gold appearance.

Introducing Pinnable Home Appliances: As Vestel, a competitive local brand, we transformed all of our home appliances into pinnable promotional items in gold appearance. Refrigerator, to pinnable refrigerator. Television, to pinnable television. Iron, to pinnable iron. We created our own pinnable items. We stamped promo codes onto the back of the pins and began selling them in our stores around Turkey.

The major share of buyers in home appliances are the newlyweds. As they are starting a new life, they prefer buying their home appliances brand new. And this makes the wedding season a great potential for brands. Our major goal was breaking into the shopping journey of the newlyweds. We concluded that most couples depended on the gold and money collected during the weddings to buy new stuff for their new houses. So we decide to challenge the moment where the family would buy the gold and decided to present our products as valuable as and as stylish as gold to be presented during wedding ceremonies. If we could offer a refrigerator or a kettle like a piece of gold we would break into the shopping journey of weddings.

Bringing Pinnable Home Appliances to life started with one question: How can we tailor make our products specifically to our target audience?

The answer: We started by creating small promotional items of our home appliances. We designed pinnable home appliances in gold appearance by co-working with jewelry designers. Then, we presented our new promotional items at Vestel stores in every city of Turkey and vestel.com.tr/takilabilirevaletleri webpage during the wedding season. After creating these small physical items, we began our ad campaign making a TV commercial and a transmedia campaign strategy across social, digital, mobile, on-ground and PR, we created a buzz around the promotion.

Vestel Pinnable Home Appliances have become an extraordinary brand experience and have already revolutionized the local tradition of gifting gold in Turkey. The campaign quickly sparked a conversation in social media by gaining 7.8 million Turkish Lira earned media. The response rate within our target audience was high: Vestel store visits increased by 321% and brand awareness by 68%. The campaign was a major hit for the brand, generating an uplift in sales and brand love. During the campaign, 312.285 Pinnable Home Appliances sold. The campaign resulted 2.3 billion total impression in all platforms.