3.2 million of earned media for the video Hearing Hands
October 7, 2015
The “Hearing Hands” project, produced by Dinamo Istanbul (part of the Casta Diva Group) for Samsung Turkey (agency, Leo Burnett Istanbul) continues its resounding international success.
Since its first appearance it has been clear that this was an exceptional communication event: 232 million Tweets, 17 million visits on Facebook and 32 million views on YouTube in just the first few weeks.
The world’s press took up the story and the Turkish Congress actually began a debate on the rights of the hearing impaired and handicapped people in general.
It’s not only these impressive figures which put it among the absolute best of communication activities of recent years, but also its ability to attract the attention of the most prestigious international media, giving it visibility and earned media to a value of 3.2 million Euros, at an investment of less than 100,000 Euros for its production.
“This project shows how a strong creative idea, perfectly executed, can bring success to a communication activity independent of the budget invested to realise it,” declare Andrea De Micheli and Luca Oddo, CEO and President respectively of Casta Diva Group. “Very often clients request extremely complex projects, whereas sometimes it’s better to concentrate on just one single activity and do it well.”
With “Hearing Hands”, in the course of 2015 Casta Diva Group has won twelve prestigious international awards: two Bronze Lions – PR and Promo/Activation at Cannes Lions International Festival of Creativity, the Grand Prix and One Step Ahead at the 18th International Advertising Strategies Grand Prix and a Silver as Best Holistic Campaign at the NCAwards. To these can be added the prizes received at the BEA BEST EVENT AWARDS: Best Hybrid Event, the special award for Low Budget Event, special mention as Best Effectiveness, three Bronzes in the categories of Best Event BTC, Best Integrated Event, Best Product/Service Launch and 2nd overall award as Best Event.
