81 CITIES TO DIE FOR

81 CITIES TO DIE FOR

TAFF PICTURES

We were responsible for the nationwide promotion of "Can Feda" ("Sacrificial Life"), a film starring Burak Özçivit and Kerem Bürsin in the lead roles. We brought Can Feda to its viewers, from its trailer to social media and from digital projects to outfits worn to the box office and guerilla promotions!

Can Feda was co-produced by Taff Pictures and BRK'S Productions, and stars two of Turkey's most popular actors in Burak Özçivit and Kerem Bürsin. Its epic production value and exciting action scenes turned it into one of the biggest blockbuster films of recent memory. Our job was to create a complete "Blockbuster" strategy for this gigantic production, to promote Can Feda and what it was trying to say to its audience. We worked hard to promote awareness of the film before it ever saw the big screen.

We first established our digital habitat by planning our campaign details. This ecosystem enabled us to determine our platforms, including alternatives such as Twitch alongside the more mainstream channels.

A month before Can Feda was shown on April 6th, 2018, we began our campaign, which began with the first step of broadcasting a trailer. We organized separate trailers for all 81 provinces. Burak Özçivit entered the studio himself and produced separate brief introductions for every city in Turkey. By creating 81 different campaigns across digital platforms, we targeted different audiences in each city and communicated directly with Anatolia. The highest rates of interaction were in Anatolian provinces like Şırnak, Ağrı, Trabzon, and Yozgat.

In order to draw attention to the film, we dressed people up in military camouflage and sandbags at movie theaters all across Turkey. This promotion allowed movie-goers to get a sense of the movie before seeing it, and also created awareness of the film by letting audiences take pictures and post them across social media.

While creating the content strategy for social media, we took the film itself as our primary content and moved along with the characters and soul of the film. Our posts received a high degree of engagement from fans of the co-stars, and simultaneously keeping the excitement high up until the film's opening.

Our guerilla approach continued on the street and in the lesser-known realm of digital media. For the promotion of Can Feda, we found local "influencers" in each province through the platform of Heepsy. We communicated with each one individually and shared local trailers, reaching an estimated 40,000 individual viewers after we broadcast the trailer in Adıyaman, Afyon, Ağrı, Bitlis, Kastamonu, Konya and Zonguldak.

Twitch is possibly the greatest platform for gaming culture, and we produced a special project, and a young audience viewed Can Feda's second trailer over two highly followed gamer broadcasts. The broadcasts were then shared on YouTube and reached a total of 275,000 views organically, reaching an audience often ignored in the promotion of movies.

81 CITIES TO DIE FOR
Can Feda's box office outfits created a new space for how film-makers can promote their films. While creating the content strategy for social media, we took the film itself as our primary content and moved along with the characters and soul of the film. Our posts received a high degree of engagement from fans of the co-stars, and simultaneously keeping the excitement high up until the film's opening.
81 CITIES TO DIE FOR
81 CITIES TO DIE FOR
The social media content that we created with scenes from the film reflected the spirit of the film itself. Our video content grew out of the film itself, allowing us to create new content and context. The video series that introduced minor characters, showing the actors themselves without missing out on any of the film's surprises, producing content that piqued the viewer's curiosity.
The social media content that we created with scenes from the film reflected the spirit of the film itself. Our video content grew out of the film itself, allowing us to create new content and context. The video series that introduced minor characters, showing the actors themselves without missing out on any of the film's surprises, producing content that piqued the viewer's curiosity.
Another set of content we produced that received a great deal of interest were the short 15-second videos we produced, which allowed for a brief look into the universe of Can Feda. The scene wherein Burak Özçivit and Kerem Bursin hugged in particular received massive numbers in terms of engagement.
We combined the power of video with the social informality of social media. One of our special projects was when we worked with Cinemaximum cinemas on a sticker set we designed specifically for Can Feda. Promotional videos that were distributed for free in lobbies also excited all our fans on social media.
81 CITIES TO DIE FOR
Guerilla advertising is on the streets of course! Another surprise for movie-goers was the "greenbox" corners we set up in Cinemaximum lobbies. This project allowed viewers to be included in the film's poster and was shared across social media as well as being a fantastic memory for fans.
81 CITIES TO DIE FOR
Another promotion of Can Feda was getting it at on Söz, which is at top of the tv show ratings. One of the film's memorable lines "A Turkish soldier's life is worth more than his bullet", was integrated into the screenplay of the series and created an organize tie-in with tv viewers between the tv show and the film.
81 CITIES TO DIE FOR
This campaign lasted a little bit more than a month and didn't just take place over classic advertising channels, but involved innovative and creative digital ideals, allowing us to promote Can Feda over a short period of time. And the results...

APRIL 2018

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