01 — Project details
Tims&B Productions, a renowned production company from Turkey, aimed to showcase its storytelling versatility and strengthen its brand image at MIPTV 2023.
Capitalising on the momentum created by the Oscar-winning film Everything Everywhere All At Once, which captured the world’s attention just prior to MIPTV 2023, we created an artful and effective campaign with the tagline“From historical drama to fantasy, dystopia to melodrama, everything here all at once at Tims&B,” highlighting the company’s ability to excel across a wide range of genres.
This campaign positioned Tims&B as a powerhouse of diverse and high-quality content, making a bold statement to international markets.
02 — Key objectives
- Strengthen Global Brand Presence: Position Tims&B Productions as one of the leading content creators in the international entertainment industry by showcasing its storytelling diversity and high-quality productions.
- Leverage Cultural Momentum: Capitalize on the buzz surrounding the Oscar-winning film Everything Everywhere All At Once to create a timely and impactful campaign that resonates with a global audience.
- Highlight Genre Versatility: Emphasize Tims&B’s ability to excel across a range of genres, from historical drama to fantasy, dystopia, melodrama, and comedy, showcasing its broad appeal to varied markets.
- Maximize Industry Reach: Ensure visibility among key decision-makers at MIPTV through strategic media placement in Variety’s issue, reinforcing Tims&B’s image as a major player in the content market.
- Engage with Industry Professionals: Deepen connections with the international community through a cohesive campaign supported by a co-founders’ interview, presenting Tims&B’s vision and upcoming projects.
03 — Creative process
- Concept Development: We began by analyzing the cultural landscape, particularly the buzz surrounding the Oscar-winning Everything Everywhere All At Once. Recognizing its widespread appeal and relevance, we strategically decided to leverage its momentum to create a connection between Tims&B’s diverse genres and the dynamic energy of the film. This allowed us to tap into a timely, universal conversation while differentiating Tims&B’s unique range of content.
- Message Crafting: The central message was clear: Tims&B is more than just a production company; it is a global hub for diverse storytelling. The tagline, From historical drama to fantasy, dystopia to melodrama, everything here all at once at Tims&B, was crafted to communicate this breadth and creativity in a succinct, powerful way. We wanted audiences to instantly understand that Tims&B offers something for every viewer, across all genres.
- Visual Design: With the message in place, the next step was creating a compelling visual identity for the campaign. We chose a dynamic collage format for the full-page ad in Variety, which allowed us to showcase a spectrum of Tims&B’s projects in a visually engaging way. The design was modern, bold, and energetic, reflecting the diversity and innovation of Tims&B’s content.
- Strategic Media Placement: To ensure maximum impact, we placed the ad in Variety‘s MIPTV issue, reaching an international audience of industry professionals. The timing was key—releasing just before MIPTV, we capitalized on the event’s global significance to ensure that Tims&B’s message resonated with decision-makers in the entertainment and media space.
- Supplementary Content: To deepen the connection with the audience, we included an exclusive interview with Tims&B’s co-founders in the same issue of Variety. This feature provided insights into the company’s vision, future projects, and the creative process behind their work, further establishing Tims&B as a leader in the global entertainment industry.
04 — Results
- Global Reach: The campaign was featured in Variety‘s MIPTV issue, reached many people with 4,000 physical copies distributed daily at MIPTV, 300,000 e-newsletter subscribers and exposed to Variety’s 36 million monthly unique visitors and 8.5 million social media followers.
- Industry Recognition: Positioned Tims&B Productions as one of the global leaders from Turkey in diverse storytelling, driving increased inquiries from international buyers and distributors.
- Enhanced Visibility: The campaign contributed to a 25% increase in Tims&B’s social media engagement, with related posts garnering over 150,000 interactions.
- Brand Strengthening: The exclusive co-founders’ interview amplified Tims&B’s industry presence, showcasing its vision and upcoming projects to a highly targeted audience of key decision-makers.