A. O. Smith:
OOH Campaign
Client:
A. O. Smith
Services:
Creative Slogan Development, OOH Campaign Strategy, LED Screens, Media Planning, Visual Communication Design
Platforms:
OOH, Mobile Media & Digital Screens
The Charleston touch on A. O. Smith’s residential water solutions in Türkiye… Water is fluid by nature. But the technology offered by A. O. Smith needed to feel clear, straightforward and user-friendly. As Charleston Brand, we brought this technological excellence together with the language of the streets and the city’s most prestigious locations.
A Message That Sticks: “Takılma... Taktır!”
At the heart of the campaign was a simple yet powerful wordplay built around the everyday meaning of “takılma” don’t get hung up on it.
For A. O. Smith, this idea took on a more relevant meaning: don’t get hung up on the quality of your water, get an A. O. Smith water purification system installed.
We turned this insight into the campaign slogan:
“Takılma... Taktır!”
Keeping the original Turkish slogan was essential to preserving its wordplay and cultural impact. The message was simple: Don’t settle for questionable water. Get A. O. Smith.
This short, memorable call-to-action became the creative backbone of the campaign, bringing together A. O. Smith’s technological expertise with a direct, street-smart communication style.
More than just a recommendation, the slogan became a concise expression of the shortest path to the comfort A. O. Smith offers and shaped the communication language of the entire campaign.
Visibility at the Heart of the City: From Stadiums to Shopping Malls
We brought this energetic communication language to life through large-scale LED screens across some of Türkiye’s most iconic locations. At the excitement of Fenerbahçe Stadium, In the heart of Ankara at Kızılay AVM, And in the prestigious environments of Akmerkez and Ataköy, we transformed A. O. Smith’s presence into a striking visual experience. Moving beyond static visuals, we brought the brand’s dynamism to giant digital screens and connected with our target audience right in the middle of everyday life, where the city was at its most vibrant.
Taking the Message on the Move: The LED Truck Project
Going beyond the traditional boundaries of OOH, we took our message to every corner of the city. With specially designed LED trucks, we transformed A. O. Smith’s “Takılma... Taktır!” message into a mobile brand experience. Moving through city traffic, neighborhood centers and high-traffic locations, these mobile screens brought the brand’s accessibility and technological vision directly into the streets.
A Holistic Brand Experience
From strategic slogan development to LED billboard executions in the city’s most prestigious locations, we designed more than just a campaign for A. O. Smith. We created an awareness project that became part of the visual fabric of the city. The aesthetic precision of Charleston Brand and the technological strength of A. O. Smith came together to create a project built on a strong and lasting brand connection.