Campaign details
Brand: Yapı KrediAgency: 4129GreyRegion: EMEA
Strategy
Objective
Yapi Kredi Publications, one of Turkey's largest publishing houses, began to notice the decline in the number of young readers. This decline was also supported by research. According to a study by the Turkish Statistical Institute, Turkish youth read for an average of 1 minute a day. However, they spend 2 hours 46 minutes on the Internet. Reading books was starting to come out of Turkish youths' daily lives. Yapı Kredi Publications wanted to change this behaviour and make young people like reading books.