Örnek vaka çalışması. Müşteri geneldir ve tüm rakamlar uydurmadır — gerçek bir iş yazılmadan önce formatı göstermek için vardır.
Bu vaka çalışması henüz çevrilmedi. İngilizce sürümü okuyorsunuz.
Retail
A flagship store opening in Erbil, launched simultaneously in Kurdish, Arabic and English without three separate campaigns.
A flagship opening with one budget, three audiences and six weeks. The client had run trilingual campaigns before, and each time it had meant producing the same idea three times — three shoots, three edits, three sets of artwork — with the Kurdish version always finished last and always the weakest. The brief was to open strongly in all three languages on the same day, at the same standard, without tripling the production.
Build the campaign around a gesture instead of a sentence. Everything the audience needed to understand — that something new had arrived, that it was worth crossing the city for — was carried by a single piece of choreography filmed once. Language then sat on top of it as typography rather than as dialogue, which meant one shoot, one grade, one edit, and three genuinely native-feeling versions instead of two translations of one original.
We locked the visual system before writing a single line of copy: one typographic grid that worked in Latin and Arabic script at the same optical weight, and a colour and motion language that did not depend on reading direction. The film was shot in a single day with the choreography framed to leave clean space on both the left and the right, so the typography could set into either side without a reframe. Outdoor, social and in-store all drew from the same master, and the Kurdish version was typeset first rather than last — which is the only reliable way to stop it becoming the afterthought.
Aşağıdaki her rakam ölçülmüştür ve her biri nasıl ölçüldüğünü söyler. Bir kampanya beklentiyi karşılamadıysa o da burada.
168%
Opening-week footfall against target
Door counter, opening week against the client's own forecast. Forecast set by the client before the campaign brief.
2,4M
Combined reach across Meta and TikTok
Platform-reported reach, six-week flight, deduplicated across placements. Kurdistan Region and Baghdad only.
−42%
Cost per store visit
Versus the client's previous launch campaign, same channels, comparable budget. Measured on platform-attributed store visits.
47%
Kurdish-language engagement share
Share of total engagement on the Kurdish creative, against a 31% share of spend.
Trilingual campaigns in this market usually fail in the same place. The idea is developed in one language — almost always English or Arabic — and the others are produced afterwards, on what is left of the budget and the schedule. The translation is technically correct and completely lifeless, because it is a translation of copy that was written to a rhythm the other language does not have.
Starting from a gesture removed the dependency. There was nothing to translate in the film itself, so no version was downstream of any other.
The out-of-home buy was planned against the Arabic and English creative and then split three ways after the fact. Planning the Kurdish placements first — against where that audience actually travels rather than against a share of the total — would almost certainly have improved the cost per visit again.
Müşterinin en az gördüğü ve standardın gerçekte belirlendiği kısım.
Üzerinde çalışan herkes, adıyla.
Yayınlandı