01 — Project details
MIPCOM is the world’s largest content market, where hundreds of high-budget dramas compete for the attention of global buyers and media. For the launch of Eshref Ruya, already a massive hit in Türkiye, the goal was to translate that local success into international dominance. We needed a campaign that felt as cinematic, high-stakes, and glamorous as the series itself.
02 — Creative process
At Apostrophe Entertainment, we believe that B2B marketing should be as immersive as the content it promotes. Our original concept was to bridge the gap between the screen and reality through two high-impact activations:
- The Riviera Photoshoot: We orchestrated the first-ever photoshoot for the series’ stars, Çağatay Ulusoy and Demet Özdemir, in Cannes. By utilizing the timeless backdrop of the French Riviera, we established the show’s premium visual identity for the global market.
- “Fıstık” on the Croisette: We brought the show’s soul to Cannes by meticulously restoring a vintage Cadillac, a replica of “Fıstık,” the iconic vehicle from the series. This wasn’t just a prop; it was a mobile billboard that commanded the attention of everyone on the Boulevard de la Croisette.
03 — Execution
The campaign culminated in a high-voltage arrival at the Palais des Festivals.
- Design & Strategy: Apostrophe Entertainment co-designed and executed the full creative suite alongside with the teams of Inter Medya, from the initial concept of the Cadillac activation to the strategic positioning of the stars’ media appearances.
- The Arrival: The stars arrived in the vintage Cadillac, creating a “paparazzi moment” that rivaled major film premieres.
- Live Integration: Live broadcasting of their entrance on the massive screens across the market area, ensuring that even those inside the Palais were part of the spectacle.
04 — Results
The Results: The Talk of the Croisette
- Market Impact: By creating a “can’t-miss” event, we drove significant traffic to the client’s stand, positioning Eshref Ruya as the premier title for international acquisition.
- Unprecedented Buzz: The launch became one of the most photographed and shared moments of the 2025 market.
- Media Saturation: The “Cadillac Arrival” dominated social media feeds and trade publications, providing the client with massive organic reach.