Prime Development - Culture & The Arts Campaign
Company: Prime Development, Istanbul, Turkey
Company Division/Group: Primemall Gaziantep
Company Description: Prime Development is a one-stop-shop service provider covering the entire value chain of shopping center development from sourcing and conceptual design, through development and long-term management, which is subsidiary of the German investment group that manages real estate investments worth more than $2.5 billion across 15 countries.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Culture & The Arts
Nomination Title: The Biggest Mozaic Record Made With Baklava
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.
Primemall Gaziantep Shopping Center was opened as an German investment Project, So we aimed to feature the cultural values for localization of shopping center, we made which was never made, we merge mosaic and baklava.
Aimed to enter the World Book of Children Records and create an agenda by using the local values of Gaziantep on the day of liberation of Gaziantep.
We would like to change the perception of the shopping center, by using local items of the city.
The 'Gypsy Girl' mosaic, which has become the symbol of Gaziantep, was made with 'Baklava', which is another symbol of Gaziantep with in the scope of 'World Child Records'.
The work started on 1st of February. As a first step we interviewed with the Mosaic Association about the possibility of the project and found a painter for arranging the colors. Then, coloring work started in the factory. The measurement of foodstuff was calculated by usingto be used to weigher sensitive weighing calculations.
The record trial took place on 25 December, the day of liberation from the enemy occupation of Gaziantep, by 750 kg, 6,160 slices of baklava, 60 baklava masters, 15 mosaic artists and 100 children in the shopping center.
In these five days of work, the slices of baklava, colored with food color, were arranged in the area of 39.5 m² in the form of 'Gypsy Girl' mosaic.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).
Regarding record trial;
• 52 Print Media reflaction costed 104.472 Euros
• 1250 welcomed students from 14 different schools to see record trial at shopping center.
• The number of visitors in the day of record trial increased by %12 .
• The number of stand applications are increased by %38 .
• Relations with the municipality have improved positively. Cooperation decision was taken with Sehitkamil Municipality for cultural and social activities.
• Touristic and cultural values of the city have been moved to the national agenda again.11 national TV channels published a total of 20 minutes, 27 seconds news.
To sum up, we won the "Owned" value and highlighted the most important values of the city. Although we are a German investment company, we showed that the city adopted at least a citizen of Gaziantep