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Akbank - Akbank Sanat (Art) - The Jazz State of The City

Gold Stevie Award Winner 2018, Click to Enter The 2019 International Business Awards

Company: Akbank, Istanbul, Turkey
Entry Submitted By: TBWA\Istanbul
Company Description: Akbank was founded as a privately-owned commercial bank in Adana on January 30, 1948. Akbank's core business is banking activities, consisting of corporate and investment banking and so on. With a strong and extensive domestic distribution network of 800 branches and more than 14 thousand employees, Akbank operates from its Head Office in Istanbul and 22 regional directorates across Turkey.
Nomination Category: Mobile Site & App Categories
Nomination Sub Category: Music

Nomination Title: Akbank - Akbank Sanat (Art) - The Jazz State of The City

Date this app was first released: “Jazz Version of The City” is the motto of the most important jazz event in the country “Akbank Sanat’s Jazz Festival”. To promote this festival’s 27th anniversary and emphasize our motto, we focused on converting the city into jazz music on digital platforms and did a lot of researches about location-based audio experiences. Luckily, we found The HKU Utrechts Conservatorium -a world-renowned university that specializes in European Jazz- and collaborate with them.

Customized content has always been the best way to increase social interaction and awareness. Therefore we mainly focused on the ways of creating a unique audio execution that may motivate not just Jazz lovers but everyone.

EXECUTION

Over the course of a year, we developed a completely new algorithm that generates musical notes from Turkish words, based on their pronunciation in real time with The HKU Utrechts Conservatorium. Through local social news portal Onedio (local Buzzfeed of Turkey) the algorithm connected to Google Maps through a microsite which takes the user’s location data and collects surrounding place names like streets, avenues, squares etc. Our intelligent platform read the text on the screen and developed a multitude of musical notes. Once the notes were generated, a sound production system analyzed all the music and composed a whole jazz song with the help of a Jazz-oriented instrumental sound library.

With our audio platform, users enjoyed jazz melodies that uniquely composed of every single part of the city. Moreover, they were able to create their own jazz melodies by editing instrument, genre and the tempo and share it via social media accounts with Akbank Sanat's Jazz Festival branding images. At the end of the campaign, we succeed to convert the city into pure jazz music with the help of academic music experts and software engineers.

Briefly describe this mobile site or app’s objectives and how it has met those objectives (up to 200 words). If applicable, include here the platforms your app supports:

INFO FOR THE JURY
We had three main challenges for this campaign:
- To increase awareness of the festival with a really limited budget.
- Creating a unique audio experience that everyone can enjoy.
- To promote festival motto; “The jazz version of the city”.

We thought the best way to promote this campaign is building an audio platform that can produce a shareable, unique jazz music experience for everyone and we found the best partners for this case.

Throughout the campaign, with the help of our social media partner Onedio, and our innovative creatives, a total amount of 117 Million impressions had been reached in social channels. 447.000 visits have been achieved and also people spend more than 2 minutes in the micro page. The number of the generating and sharing jazz songs are 87.679.

Provide the applicable creative and production credits for this entry:

Throughout the campaign, with the help of our social media partner Onedio, and our innovative creatives, a total amount of 117 Million impressions had been reached in social channels. 447.000 visits have been achieved and also people spend more than 2 minutes in the micro page. The number of the generating and sharing jazz songs are 87.679.