Bakcell, Azerbaijan’s second largest telecom, relaunched its improved regional tariff called DogmaCIN, with its trade-marked local celebrity Dilara. Artgroup B&Z Baku was asked to set up a new creative platform for DogmaCIN, having in mind its greatest competitive advantage: all calls for the lowest price of 2 kopecks countrywide (which is some 2 cents of a Euro).
The agency travelled to the pictoresque and historical Azerbaijani towns of Minghachevir, Qebele, Zaqatala, and Qakh, together with the director and the DOP, scouted cultural and sports landmarks for the most eligible contestants. Then, quiz-shows with Dilara as the host, and 2 contestants were shot: one contestant from the audience randomly chosen by Dilara competed against the Azerbaijani National Football Federation’s player.
Complete quiz-show footages from each city are available on Bakcell’s YouTube channel, while cutdown versions are aired on TV.
The campaign raised awareness and placed Bakcell on a top of mind when it comes to the question: Which Azerbaijani telecom has the lowest price per calls countrywide?
Artgroup Bruketa&Žinić OM Baku / Kitica Kekić (Creative Director), Esra Ozdemir (Art Director), Sona Melikova, Taleh Shirinov (Copywriters), Saleh Mehdiyev (Account Manager)
Bogac Erguvenc (Director)
Alex Lamakh (DOP)