1 Eylül 2012 Cumartesi

In Turkey Its Enjoyability That Sells

Studies show that different factors seem to influence the extent to which the creative idea is interesting and involving in different countries.

For example in Italy “production values” and in UK “originality” are the main diagnostics having the highest correlation with advertising effectiveness.

In Turkey “enjoyability” is the main driver of advert effectiveness.

Turkish consumers are much more inclined to buy a product if they had “enjoyable” engagement with brand’s advertising.  

In Turkey Consumers are considerably more motivated from enjoyability than repetition (higher GRP’s).  Enjoyability works better than pushing for memorization with high GRP’s (a methodology once used by Şahin Sucuklar – 5 second infamous copies saying “anlatılmaz tadılır”)

Turkish advertisers and the brands for which they work for often misinterpret what enjoyability really means.

Enjoyability is not equal to “fun” per se.

Even highly correlated with liking, it does not mean that we need to air only “fun” copies.

What we need to worry about is aggregate feeling we cause.

For example when a viewer watches the “Babam ve Oğlum” movie, he or she experiences a wide range of negative feelings during the film, changing from anger to enormous sadness (all cried during the movie) but at the end one leaving the cinema concludes that has enormously ‘enjoyed’ the movie.

It’s all about concluding that the experience was well designed and you enjoyed the 30-seconds you spent on it.

Unfortunately the research companies in Turkey pre-test the copy’s enjoyability by measuring the likability feeling felt during the copy but not the aggregate (sum) feeling.

If the nature of the product or service requires creating a different feeling from enjoyment, (i.e. pride), than its not fun you are looking for.

But the importance of enjoyability in Turkish advertisements is a nightmare for the ad people.

The importance of enjoyability as a diagnostic makes the Turkish advertising clutter one of the most difficult ones in Europe.

Enjoyability is hard to crack because “enjoyability” is a highly “adaptable” feeling.

Consumers easily adapt to the high level of enjoyability caused by the previous copy in the clutter, making every copy after slightly less enjoyable than the previous one.

The most enjoyable copy in the clutter is the new “normal” causing all the other copies seem average and worse than they are.

The worst thing is that even the most enjoyable copy in the clutter suffers from the fact that the second time the copy is seen it becomes less enjoyable than it was first time.

Enjoyability is a loose change; easily spent by the consumer and never missed out.

That is the reason why the “wear out” rates in Turkey are much higher than Europe.

A typical creative director in Turkey has to create more concepts for the brands than his/her counterpart in Europe.

Enjoyability is a tough play and a never-ending quest.

Here are some secrets how to make enjoyable copies in Turkey:

1. Music

Music acts as an emotional link between the ad and the consumer. 
Music is a strong driver of enjoyability.
Music has to be carefully considered within the creative efforts.
Well known but successfully adapted and brand linked songs work better in Turkey.
The brands need to be careful not to use very popular songs which may overshadow the brand message.

2. Trend spotting

Identifying trends in Turkey can be a difficult task.
By getting involved in Turkish network eco systems relevant to your brand will help you identify the most relevant trends (topics, celebrities, jokes) for your target sample.
This, in turn will give you opportunity to beat the competition by being the first to provide trendy and enjoyable messages.
Turkcell’s Özturkcell/Dilberay’s “Zorunda Mıyım” copy is a good example for a trend spotted advertisement.

3. Light hearted humor

Even does not have to be funny, yet humor mostly correlates with enjoyment.
But what is funny for Turks?
When entertained, the Turkish consumer always remembers the funny facts, and they easily associate these funny facts with the product or service.
The trick is not to exaggerate with the humor.  Two basic rules: Don’t make it witty, as the consumer wont understand it. Don't make it hardcore, as the brand recognition suffers.
Make it light hearted (creating “tebessüm” not laugh).

4. Less voiceover

The rule is simple: less talk more work.
The Turkish consumer carefully follows the story (dialogs) of the copy but does not listen the voiceovers as carefully.
Voiceovers decrease enjoyability.
For ultimate enjoyment; let the story tell the message not branded voice-overs.
If you must, the voice-overs work better at the end of the story.

5. Active Processing

Turkish consumer does not only expect enjoyability.
They expect active enjoyability; meaning engaging content.
It refers to how the viewer processes the ad, on a continuum from low to high involvement.
Some commercials are processed passive, with viewers watching the ad in a state of relaxed inertia; others are processed more actively, viewers figuratively sitting on the edge of their seats turned to the screen.
More active processing in Turkey means more enjoyability.

6. Relevancy

The story has to resonate in order to become enjoyable.
Enjoyability is highly culturally sensitive and contextual matter.
You cannot be enjoyable without having the Turkish cultural codes.
Toyota’s “çıkarım senle her yola” resonated with the consumer by using the concept of “emanet” in the copy.
A concept culturally highly relevant for the Turkish consumers.

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