Söz (The Oath) is a TV series broadcast on Star TV and was looking for new communication initiatives as it entered its second season as a leader in the ratings. But we wanted to provide a new dimension for the communication that limits itself between the preview and the trailer for a new episode. We expanded the universe of Söz beyond television...
Turkey's production industry now exports many of its television shows internationally. Timur Savcı and Burak Sağyaşar are industry leaders in this respect, and as producers of Söz, they've created a show with action-packed stories to tell and a great cast, and formed a broad following even after season 1. It is one of the most popular shows in Turkey and we were looking for a way to mobilize them.
Our strategy was to focus on the details of Söz's world and to read between the lines of the screenplay. We brought the universe of Söz to digital media, from background stories of each character to the reaction of the fans...
In this expanded universe, Söz became more than just a TV show that airs weekly. It was transformed into a story that continued into real life. The first example of this approach was to communicate the character Keşanlı’s backstory, regarding the tragic memory of his father, despite him being never been involved in the show before.
In order to analyze the dynamics of the world of television, we created a ratings chart of the tv show's competitors, including Çukur and Survivor. This allowed us to provide long-term predictions and a performance evaluation technique that we could then compare with the digital data we received. We determined a weekly hashtag strategy, moreover we even included charting and analyzing the rise of the characters in the story.
