Burak Kunduracioglu
Art Director at TBWA\Istanbul
Istanbul, Turkey
Title
Title (original language)Yildizlar Aramýzda
Agency
Campaign First to Know - CNN TURK
Advertiser Cable News Network
Brand CNN TURK
PostedMarch 2007
Business Sector TV/Radio Programs & Stations
Tagline Be the first to know
Philosophy CNN TURK had its own respected characteristics, it was first of all a smart channel, it was full of information, it always represented both parts of a story, showed different opinions on common issues. The creatives in the agency had to play it smart. Since broadcasting media is much faster than the printing media, our print ads had to be easily producable. The idea was to create a format that is fastly producable and suitable to the channels main visual assets and then work on each announcement individually. Instead of putting a stock picture and writing the name and the airing time of the programme in capitals, the agency worked on the inside of the programme, all the issues the programme was covering, the creatives worked on saying the most amazing, interesting, amusing part of each programme. The main idea was bringing out the best of each programme to the headline.
Problem "Be the first to know" is the worldwide tagline of the leading worldwide news channel CNN. However in Turkey, CNN TURK had some major problems in competing with other major local news and entertainment channels. It had a dull and boring reputation among viewers, the tests proved that people didn't want to hear about the bombings and the corruption while they are having their dinners with their families. Since CNN TURK couldn't turn into an entertainment channel, the agency had to work on the perception of the brand. When compared, CNN Turk had many more intriuging programmes than other local news channels which was a strength the agency was happy to know.

The routine program announcements was worn out and each channel had the same format so no differentiation could be achieved, the other channels also had many popular faces, film stars, singers so they could attract more people with thier ads.
Result Once the ads started to exist in the main newspapers it became a word in the publishing and broadcasting world. There are well known people who take a look at the ads each day to see what we've said now. This hype also helped the advertiser's to put the channel in their media plans, therefore increased the advertising revenue of the channel to %10. Pointing out the best of each programme also reinforced the sponsorship deals, CNN TURK had increases in the sponsorships after the campaign.
Media Type Newspaper
Market Turkey
Creative Director
Copywriter
Art Director
Art Director
Art Director
Account Director
Account Director
Account Executive
Strategic Planner
Typographer
Copywriter
Copywriter
Copywriter
Copywriter

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