Hepsiburada’s Award-Winning “Orange Truck” Campaign — Creative Collaboration by Deimos Creative, Filmed by Line Production Turkey

Hepsiburada’s “Orange Truck” campaign brought the brand directly onto the streets of Istanbul, transforming a moving orange truck into an interactive extension of the Hepsiburada experience.

Launched during the 2024 back-to-school period, the activation travelled across Istanbul while offering consumers opportunities to interact with the brand through QR codes, digital promotions and surprise discount experiences.

The campaign combined *experiential marketing, digital engagement and real-world brand interaction*, creating a highly visible connection between one of Türkiye’s largest e-commerce platforms and consumers across the city.

### Hepsiburada Creative Team x Deimos Creative

The creative development of the campaign was shaped collaboratively by *Hepsiburada’s in-house creative team and Deimos Creative*, a Deimos Brands Group company.

Working closely with the client team, Deimos Creative contributed to translating the Orange Truck concept into a communication and content approach designed to work across both physical activation and digital channels.

This collaboration allowed the campaign to maintain Hepsiburada’s established brand language while giving the activation a dynamic visual identity suited to social media and film content.

### Capturing the Campaign Across Istanbul

The campaign film was produced by *Line Production Turkey*, which followed the Orange Truck through some of Istanbul’s most recognizable urban areas.

Filming took place across *Kadıköy, Bağdat Avenue, Kartal Coastline and Maltepe* during an intensive single-day production.

Director and Director of Photography *Eren Yıldız* led the visual execution, while producers *Uluç Yemen Aslan and Ersin Akpınar* managed the production operation.

The shoot was designed around mobility and spontaneity. Rather than constructing conventional advertising scenes, the production team captured real interactions between people and the Orange Truck as the activation moved through Istanbul.

### From Digital Commerce to the Streets

One of the most distinctive aspects of the Orange Truck campaign was its ability to take an e-commerce brand out of the digital environment and place it physically in front of consumers.

The truck functioned simultaneously as a moving billboard, interactive experience and content platform. Consumers could discover offers, engage digitally with Hepsiburada and become part of the campaign itself.

This approach also gave the film a naturally social character. Real streets, real audiences and spontaneous reactions became part of the visual language of the campaign.

### An Award-Winning Activation

The Orange Truck project later received recognition at the *Masters of Events by ACE of M.I.C.E. Awards, where Hepsiburada and activation partner *Oksijen Events* were awarded in the *Best Guerrilla Event* category.

For Deimos Brands Group, the campaign is a strong example of how its different capabilities can contribute to a single project: *Deimos Creative participating in the creative development alongside the client’s creative team, and Line Production Turkey transforming that concept into film content on the streets of Istanbul.*

The result connected creativity, experiential marketing, production and digital engagement within one highly visible Hepsiburada campaign.

*PROJECT CREDITS*

* Client: Hepsiburada
* Project: Orange Truck / Turuncu Kamyon
* Creative Development: *Hepsiburada Creative Team x Deimos Creative*
* Activation / Event Partner: Oksijen Events
* Film Production: *Line Production Turkey*
* Director: Eren Yıldız
* Director of Photography: Eren Yıldız
* Producers: Uluç Yemen Aslan & Ersin Akpınar
* Filming: Kadıköy, Bağdat Avenue, Kartal Coastline & Maltepe, Istanbul
* Production: 1 Day / 11 Hours
* Award: Best Guerrilla Event — Masters of Events by ACE of M.I.C.E.

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