D-Smart is a Turkish satellite television provider that has around 1.6m subscribers. As a digital platform, it had been increasing the quality of its content steadily. Consequently, the company acquired the broadcasting rights of the country’s most famous stand-up comedian: Cem Yılmaz. I Mean It’s task was to promote the hours of hilarious, new content.
We needed to develop a solution that would allow us to leverage the celebrity’s popularity, and achieve high levels of awareness, without overshadowing D-Smart’s message. Our solution had to promote D-Smart’s new content, while making the viewers burst with laughter.
Our big idea was to use the funniest man in Turkey to deliver the message not by using his wit, but his hands. Thus, we opted for using Cem Yılmaz not as stand-up performer, but as an illusionist. As usual, he delivered a performance to be remembered under the umbrella of D-Smart’s brand.