


	IFRA XMA Cross Media Awards 2008 projects





	Company: Hürriyet Gazetecilik ve Matbaacilik AS
	Project name: OTOBIL

	Topical category of the project

	C: Cross media communities for special interest groups (e.g. travel, young audience, gardening), that are a platform for new advertiser target groups

	General information about the publication

	Hurriyet in its 60th year is the leading broadsheet of Turkey. With an average daily circulation of 572,000 in 2007 Hurriyet has a readership of 2.9 million. Otoyasam is Hurriyet's automotive supplement published on Wednesdays and its first and only publication of its kind.

	Project description

	INTRODUCTION: OTOBİL is an advertising revenue generating multimedia project involving three different mediums including newspaper, the internet and TV. The leading medium was Hurriyet’s weekly automotive supplement OTOYASAM, the sole publication of its kind in the market.

	The basic idea of the project

	PROJECT: OTOBİL is a competition where the readers choose the most admired car of the year. For the last 4 years, Hurriyet has been organizing Otobil where our readers go online and choose the cars they like the most. OBJECTIVES: 1. Generating revenue 2. Enhancing client relations 3. Offering multimedia solutions SPONSORS: The main sponsor was Turkey’s leading petroleum company PO. Co-sponsors were Pirelli and ADV (men’s wear brand).

	Used media channels


	Newspaper		TV

	Supplement/Magazine		Online

The implementation

ANNOUNCEMENT:
Otobil was supported by a comprehensive PR campaign using Hurriyet, the internet and radio. Give a ways were also used to increase participation.
VOTING:
To simplify the voting, the cars were grouped into 16 segments; i.e. small cars, coupe cabrio, MPVs.
These segments were launched simultaneously in the newspaper (http://dosyalar.hurriyet.com.tr/otobil/otobil_newspaper.jpg) and the Internet. (http://www.hurriyet.com.tr/_test/otobil.asp)*
After a voting period of three months, 48 finalists from 16 segments were determined and coverage was given to each one in the newspaper.
Furthermore a two minute TV advertorial
(http://dosyalar.hurriyet.com.tr/otobil/finalist.avi) was produced and aired on CNNTURK for each finalist.
* See how the Internet side of the competition works:
STEP 1: Click the banner next to the Hürriyet logo which will open up the main page of the competition
STEP 2: To register, click the banner at the bottom of the page which will take you to a page where you’ll see 16 different segments.
STEP 3: In order to vote click one of the boxes.
FINALISTS DETERMINATION:
The voting was based on readers’ personal preferences but professional views were also needed. So a panel of specialists from the industry was gathered for a test drive.
(http://dosyalar.hurriyet.com.tr/otobil/testdrive_v2.avi)
A mean of the readers’ vote and the professionals’ grades were taken on a weighted average basis.
FINAL PERIOD:
The final period lasted for two months and at the end the winners were announced at an awards reception. (http://dosyalar.hurriyet.com.tr/otobil/winners.avi)
As a part of the sales package, additional advertorials were produced for the winners and aired on CNNTURK.

Image(s)

otobil_newspaper.jpg (186 KB)

Links

www.hurriyet.com.tr/_test/otobil.asp
dosyalar.hurriyet.com.tr/otobil/finalist.avihttp:/ ...
dosyalar.hurriyet.com.tr/otobil/winners.avi

Project results

Hurriyet has been able to generate annual revenue of €400,000 with OTOBIL which totals to €1.6 million in advertising revenues in the last for years.
Additionally, OTOBIL has become so prestigious locally that the car companies ran special ads in the newspaper for their winning models.
In the first year of Otobil 17,500 people used 220,000 votes for their most favored car. This figure climbed to 28,000 people using 325,000 votes which is a clear sign that we have were able to create a valuable brand for the Turkish automotive industry.