Yemeksepeti’s latest creative viral borrows from Crime and Punishment. Customers who disliked a part of the service can punish company directors in a partly interactive story that branches on their choices.
In the Suç ve Ceza film, Marketing Director Barış Sönmez, COO Nedim Nahmias, UX Director Onur Bilgi, Sales Director Korhan Erçin, IT Director Bülent Akar, and HR Director Ceren Dereobalı all appear. A Yemeksepeti leader apologizes for past mistakes. If an apology is not enough, you face six executives and can “punish” your pick with cake, ketchup and mayo, or a toy gun, among other bits.
Slow-motion penalties and many endings make dozens of versions. The campaign flips Yemeksepeti’s food brand into a playful fight and still feels on-brand. Earlier, Fakatiyiyedik highlighted big data and personalization. Crime and Punishment leads with a simpler message: control sits with the customer.
