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How Ford Turkey Used AI and Twitter to Write a Women's Day Poem
Ford Turkey's 'Another Perspective of Poem' is a 2017 data-driven film and digital campaign created by Istanbul agency Tick Tock Boom that used an AI poet character, crowd-sourced tweets, and a live broadcast performance to mark International Women's Day in Turkey.
The campaign launched in February 2017, timed precisely to International Women's Day on the 8th of March. Ford Turkey, operating through Ford Otosan, tasked Tick Tock Boom with building a creative platform that went well beyond conventional automotive advertising. The result was a project anchored in Ford's SYNC 3 voice-control system and Smart Baggage Lid technology, two features the campaign wove into a broader conversation about women's voices and self-expression in Turkey. The AI poet character, operating under the Twitter handle @BirBaskaSair — translating roughly as 'Another Kind of Poet' — became the campaign's public face and its creative engine.
The mechanics were deliberately participatory. Turkish social media users were invited to contribute their thoughts, feelings, and language around womanhood. The campaign then monitored approximately 200,000 tweets using 83 keywords, according to ticktockboom.com, with 17,902 of those tweets moderated and transferred into the AI poet system to generate verse. The culminating moment arrived on February 14 — a deliberate choice of Valentine's Day — when celebrated Turkish singer İlhan Şeşen composed and performed live on broadcast, drawing directly from the AI-generated poem built from that collected public voice, as documented on ticktockboom.com. The campaign contained three media assets and sits within the automotive advertising category. It earned a Clapboard Score of 59 out of 100, reflecting both its creative ambition and the specific context in which it operated.
Ford Turkey identified a precise cultural tension in the Turkish market: automotive brands routinely spoke at women rather than with them. The 'Another Perspective of Poem' campaign was built to invert that dynamic, using real women's language — harvested from public Twitter conversation — as the literal raw material of the brand's message for International Women's Day 2017.
The strategic rationale connected product features to emotional territory. Ford's SYNC 3 voice-control system is a technology defined by listening and responding to human voice commands. By building a campaign in which a machine literally listened to thousands of Turkish women's voices on social media and transformed them into poetry, Tick Tock Boom created a metaphorical alignment between product function and campaign theme that went beyond surface-level cause marketing. As documented on ticktockboom.com, the @BirBaskaSair AI character was not a gimmick layered onto the campaign but its structural core.
In Turkey, the automotive market was competitive and growing during this period. According to focus2move.com, global light-vehicle sales increased approximately 2.4 percent year-over-year in 2017. Within this expanding market, Ford faced direct competition from Volkswagen and Renault, both of which held strong positions in the Turkish passenger car segment and regularly activated around cultural calendar moments. Ford Turkey's decision to pursue a data-driven, technology-led creative approach for International Women's Day differentiated its campaign from the sentiment-led films that competitors typically produced for the same occasion. The campaign's use of crowdsourcing and AI also positioned Ford Otosan as a technology-forward brand at a moment when SYNC 3 needed consumer-facing demonstration in the Turkish market.
Gürkan Gürel led the creative execution of 'Another Perspective of Poem' as both Creative Director and Copywriter, working alongside Art Director Eren Yılmaz and fellow Copywriter Oktay Erdoğan at Tick Tock Boom's Istanbul studio, as credited on ticktockboom.com.
The creative system had three distinct layers that needed to function simultaneously: data infrastructure, AI poetry generation, and live performance. The data layer required the construction of a monitoring framework capable of tracking approximately 200,000 tweets across 83 keywords in Turkish, a technically demanding task given the morphological complexity of the Turkish language. The moderation layer — through which 17,902 tweets were selected and transferred into the AI poet system, according to ticktockboom.com — demanded editorial judgment as much as algorithmic processing, since the poem's final quality depended on the quality of inputs.
The creative peak was the live broadcast event on February 14, 2017, in which singer İlhan Şeşen performed a composition drawn directly from the AI-generated poem, as documented on ticktockboom.com. Şeşen's participation was a significant creative decision: he is a figure associated in Turkish popular culture with emotional sincerity and poetic songwriting, lending the campaign's machine-generated text an unexpected human warmth. Producer Gökhan Göktaş oversaw production logistics, with account management handled by İbrahim Özay, Ali Eren Bilgin, and Salim Çobanoğlu, per ticktockboom.com. The film medium through which the campaign was ultimately expressed captured both the data process and the live performance, giving Ford Turkey a narrative arc — from public voice to collective poem to live song — that worked as standalone content. A specific film director is not identified in publicly available sources for this campaign.
The 'Another Perspective of Poem' campaign earned multiple industry honours in Turkey in 2017, representing the most concrete externally verifiable measure of its impact. According to ticktockboom.com, the campaign received two Gold awards at Social Media Awards Turkey — one for Social Media Campaign and one for Data Inspired Social Media Campaign — alongside a Silver for Special Day Campaign at the same ceremony. At Mixx Awards Turkey, the campaign took Bronze in the Experimental and Innovative category, also in 2017, per ticktockboom.com.
The scale metrics documented by ticktockboom.com provide structural evidence of audience engagement: approximately 200,000 tweets monitored, 17,902 moderated and passed into the AI system, and a live broadcast event reaching audiences across Turkey on February 14, 2017. These figures indicate that the campaign succeeded in converting passive social media users into active creative contributors, a measurable behavioural outcome that sits above standard content consumption benchmarks.
No independent third-party verified reach, view count, or sales attribution data for the campaign is publicly available beyond award documentation. The Clapboard Score of 59 out of 100 reflects a campaign that demonstrated genuine creative and technical innovation — particularly in its use of real language data and live performance — while operating within a single market and a single calendar moment, factors that structurally limit cumulative impact scores relative to longer-running or globally distributed work. The dual Gold recognition at Social Media Awards Turkey nonetheless confirms peer-level industry validation for Tick Tock Boom's approach.
Ford Turkey's 'Another Perspective of Poem' was a 2017 International Women's Day campaign created by Tick Tock Boom in Istanbul. It used an AI poet character called @BirBaskaSair to transform approximately 200,000 monitored tweets into a collective poem, performed live by Turkish singer İlhan Şeşen on February 14, 2017.
Tick Tock Boom, an Istanbul-based advertising agency, created the campaign for Ford Turkey in 2017. Creative Director and Copywriter Gürkan Gürel led the team, which included Art Director Eren Yılmaz, Copywriter Oktay Erdoğan, and Producer Gökhan Göktaş, according to ticktockboom.com.
Ford's SYNC 3 voice-control system and Smart Baggage Lid technology anchored the campaign's strategic concept. The AI poet character @BirBaskaSair processed 17,902 moderated tweets drawn from approximately 200,000 monitored posts, using 83 keywords to generate the collective poem, as documented on ticktockboom.com.
The campaign won two Gold awards at Social Media Awards Turkey in 2017 — for Social Media Campaign and Data Inspired Social Media Campaign — plus a Silver for Special Day Campaign, and a Bronze at Mixx Awards Turkey in the Experimental and Innovative category, according to ticktockboom.com.
Gürkan Gürel served as Creative Director and Copywriter on Ford Turkey's 'Another Perspective of Poem' at Tick Tock Boom. He received individual Gold recognition at Social Media Awards Turkey in 2017 for his work on this campaign, as credited on ticktockboom.com.
The campaign monitored approximately 200,000 tweets using 83 keywords across Turkish social media, according to ticktockboom.com. Of those, 17,902 tweets were moderated and transferred into the @BirBaskaSair AI poet system to generate the collaborative Women's Day poem performed live in February 2017.
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