To execute this idea, we used a famous nostalgic Turkish film stereotype which is the story of a family having a small child but due to inadequate resources they unwillingly give him away to be raised in better conditions. In our scenario, we characterised an old washing machine, as the child that is given away.

We installed an old washing machine in central locations of İstanbul like Bağdat Street. We wrote a witty note on it in handwriting for it to be realistic and emotional. The note was saying; “It was too costly for us so we had to give it away and we bought a 50% energy-saving VESTEL Twinjet Plus instead. We are looking for a rich owner for our old washing machine” as if it was actually a member of the family once, now since separated.

Washing machines are still on the streets. Most people look at them curiously, even change their ways to understand what’s happening. It’s a very short time to get tangible results but so far and in just a few days, it created a strong PR and word of mouth effect. It became very popular from the beginning on social media. Video of the execution was watched by 8,500 people only in the first day on facebook.Client is increasingly receiving positive feedback from both their customers and dealers.