Akasya - New Product or Service Introduction of the Year
Company: Akasya , Istanbul, Turkey
Company Division/Group: Akasya Alisveris Merkezi
Company Description: Prime location on Anatolian Side, located in the heart of Istanbul, Akasya shopping mall is situated in the junction of the major motorways connecting European & Asian sides of Istanbul, having a perfect access to public transportations of subway, metrobus and Marmaray through one of the biggest investments of its kind in Turkey with a total of 50 million $ of road investment,
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: New Product or Service Introduction of the Year
Nomination Title: Akasya Arts And Culture Centre ( AKS )
Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.
Akasya Art & Culture Center (AKS ) established in June 2016. AKS is located on the 3rd floor, indicated as Cinema, Art & Culture floor at Akasya Shopping Centre.
Akasya Art & Culture (AKS) aims;
-to create a new cultural attraction point regionally located in Istanbul’s Asian side since there is not so many alternatives in the area, for the target who is forced to go to the European side for cultural events such as concerts, exhibitions and plays.
-to make Akasya the favorite and preferred place for arts & culture followers by bringing together the different branches of contemporary art such as theaters, accoustic concerts, painting, art & themed exhibitions.
-to increase the added value of Akasya Shopping Centre’s leasable area
-to launch a new facility that will differentiate Akasya Shopping Centre amongst the others, by providing a cultural value to the region and to the city.
-to contribute Akasya's brand positioning through national press coverages with cultural contents
-to acquire new customer target and footfall in Akasya Shopping Centre
-to widen the services that are being offered to Akasya’s guests by including a nice venue for art & cultural related events.
-Creatively designed alphabet by defining communication strategy that emphasizes AKS's perception of culture and art.
-Quarterly printed AKS event booklets are handed out at the mall's concierge desks and to Akasya’s Residential Blocks.
-5,000 copies of event program brochures handed out in the concert venue of Damien Albarn and Syrian Musicians within the sponsorship of Istanbul Jazz Festival 2016 organized by Istanbul Foundation For Culture and Arts.
-40,000 copies of Akasya Gazette handed out in Istanbul wide as door to door advertising.
-Announcement with posters inside the mall area
-AKS Social media ad campaigns, via video-ads, post-ads on Facebook, Twitter and Instagram accounts
-Mailing to 300.000 VIP list in Fenerbahce Sports Club membership data as Akasya’s sponsorship of Fenerbahce Women Basketball Team.
-Mailing from AKS’s event consultant company PGM, for a data for 50.000/monthly
-Mailing from AKS’s ticket sales partner Biletix ( a group company of Ticketmaster ) for a data 7.500.000/monthly
TAV ( National Airports Operator ) for giant billboard usage at Atatürk International Airports Arrival Terminal
-Power Media Group for dj talks and promos, social media posts from their accounts are provided
-Mailing to Akasya visitors data around 20.000 people/month
-The Gate Magazine ( Official Airport Magazine ) one full page AKS advertisement/monthly
-Radio commercials dubbed by celebrity actrist Burcin Terzioglu
-Advertising on culture & arts magazines and on 3rd Istanbul Design Biennial & IF Cinema Festival booklets
-Co-working with Istanbul Metropolitan Municipality for outdoor advertising on highway pedestrian bridges & billboards Istanbul wide.
-Advertising on newspapers’ arts & culture supplements
-Exclusive accoustic and duet concert projects in Akasya for the first time in AKS such as Enbe Orchestra feat. popular Turkish singers.
Results to Date ;
-From the day of AKS’s opening on June 10th 2016 to the end March 2017 , 13.770 people has attended to events which held in AKS,
-Total press advertising ( Printed + TV Coverage ) equivalents contributed to Akasya's brand awareness is 2.496.188 Euros in 10 months,
-Total turnover rate of all stores in Akasya increased by 25% in June’16 to March’17, compared to their previous years,
We have obtained access to 18.4 million people for 11 months ( including the teaser campaign held on May’16 ).
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).
-AKS recognizes the huge value of arts & culture to society and aims welcoming visitors in popular theatre plays, accoustic concerts, theme talks, seminars & free cultural courses with 160 seating capacity at 2000 sqm of an area hosting contemporary art exhibitions as well as themed exhibitions.
-We’ve created a new cultural attraction point in Istanbul’s Asian side since there isn’t many alternatives in the area, for the target who’s forced to go to the European side for cultural events.
-We have aimed to prove that arts and culture has a wider, more measurable impact on overall being.
-From AKS’s opening day on June 10th ‘16 to March31st ‘17 , 13.770 people has attended to events held in AKS,a highly respected number for cultural events attended in Turkey.
-Total advertising equivalents contributed to Akasya's brand awareness is 2.496.188 Euros.
-Roi of AKS is 337% for 10 months.