A blog about viral marketing and baklava
A couple of months ago, our colleague, Gazmend, was celebrating Greater Eid with his family and shared a picture of a fresh dish of baklava on Facebook.
Having tried the exquisite recipe once before (check this post from 2013), some of our staffers started to ask him to bring back to the office. At first, it was only some posts of baklava images or empty plates but eventually a hashtag was coined (#gazinasillca: meaning Gazi brings back some) giving the movement some much needed momentum.
Last but not least, the agency dedicated some proper artwork to the cause, merging together the love for baklava with the movement in a way that could appeal to Gazi - by reworking the refrain of the famous poem from Dylan Thomas, revived repeatedly in the movie “Interstellar”, a favorite of Gazi’s.
In the meantime, the movement went a bit viral with followers and friends getting on board by using the hashtag to ask Gazi for some more baklava. Not putting it mildly, interest over the whole affair was constantly growing, mounting a bit of pressure on Gazi to deliver - one would imagine.
The ending? Like with all good advertising campaigns and some of the best fairy tales told around the world, almost everybody lived happily ever after with the only issue being the limited amount of baklava available - prompting the short-lived hashtag #elvinskame for our colleague Elvin, involved in a meeting at the time, accompanied by the following animation, letting him know what happened to the baklava at the office.
Needless to say, working in advertising is fun :)