Ülker Metro, a world trail blazer!

In collaboration with Istanbul Technical University’s (İTÜ) Energy Institute, Ülker Metro has broken new ground in the world with the filming of an advertisement powered by human energy. The power used in the filming of the Metro Energy Test commercial was generated by bicyclists eating Metro-brand cookies. The bicyclists produced 17.5 kWh of energy in 6 days.

Ülker Metro is the first brand in the world to produce a commercial using electricity generated by human power. The commercial, developed by the Alametifarika advertising agency and İTÜ’s Energy Institute, is at the same time an R&D project.

The 36 bicyclists eating Metro produced enough energy for five days to meet the energy needs cameras and lights used to film the commercial.  İTÜ’s Energy Institute prepared the entire technical infrastructure essential for generating the energy needed for the production of the film and made it possible to properly store the energy and control its use.

Metro aims at growing by 35% in 2011

 Noting that Metro had previously focused on energy in previous advertisements, Ülker Chocolate Marketing Director, Z. Cengiz Acar, stated that Metro is in third place in its own category with an 8 % share of the market based on turnover.  He said, “Metro is sold in 200,000 locations throughout Turkey. Approximately 360,000 Metro bars are consumed per day – that’s 15,000 per hour and 250 per minute. We made an unusual commercial for our dynamic and energetic brand that addresses a young target group.  The Metro Energy Test film will play a great role in reaching our goal of 35% growth this year.”

İTÜ Energy Institute Director Prof. Altuğ Şişman
had this to say about the project: “The Metro Energy Test,” from our point of view, became an Application Development Project. It had a Research and Development component as well. Designs and calculations were made. Actually, every R&D project is an adventure and you don’t know as you begin the journey what the future has in store for you. You enter unknown waters and begin your exploration.  It was for us an exciting and entertaining project. We established a new system and we broke new ground in the world.”

40 model helicopter engines were used in the filming of the commercial

Energy in the project was generated by specially designed racing bicycles. A generator that could transform the mechanical energy created when pedaling the racing bicycles on a platform into electrical energy was needed. At the conclusion of research and trials conducted for this generator, a decision was reached to use a model helicopter engine in reverse as a generator.

40 model helicopter engines brought from Adana were mounted to the bicycles. An electronic system using batteries and controlled connections was devised whereby energy produced by the performance of each of the cyclists could be stored independently of the energy generated by the others. In addition, a system of different invertors that transformed the 24 V of direct current in the batteries to 220 V of alternating current, thereby powering the equipment needed to make such a film was included.

Filming was done in an old factory building

36 cyclists generated electric energy by pedaling for 5 days on custom-made bicycles in an old factory building and the energy produced was stored. During this process, they checked how much energy they were generating with an ampermeter attached to their bicycles. On the 6th day, energy continued to be stored and the commercial was filmed. The 17.5 kW energy generated by the cyclists all together not only was enough to provided the electricity for the camera and lighting system for filming but also to reflect the demo presentation onto the screen.

All of the energy used on the set was provided by the energy that came from Ülker Metro and stored in the batteries. 12.8 kW of energy was consumed during the filming (all lights, camera and sound system, and mechanical camera and projection equipment such as camera car and dolly.

Metro Commercial in Figures:

•    The project, including preparations and filming, took 45 days.
•    36 cyclists, 3 İTÜ Energy Institute Employees and 1 bicyclist trainer took part in the project.
•    3 km of cable were used in the filming of the commercial.
•    The energy generated was stored in 60 batteries. The total weight of the batteries was 2.5 tons…
•    The energy generated in filming the commercial:
•    Could meet the energy needs of a four-person family for 2 days;
•    Could run a A++ -class dish-washer for more than one month;
•    Could charge 3500 mobile telephones for one hour.
•    Could run 350 laptop computers for one hour;
•    Could keep 175 table lamps using 100W on for one hour.

Metro Energy Test Campaign Overview:

Commercial: Metro Energy Test
Advertiser: Ülker
Advertiser Representatives: Z.Cengiz Acar, Aslı Özen Turhan, A.Mustafa Ermurat, Berat Çağlar Karagöz
Advertising Agency: Alametifarika
Creative Group: Emrah Karpuzcu, Kenan Unsal, Erkul Yazgan, Ozan Özüm Özbey, Özgür Öztürk, Zeynep Ordu, Orçin Uzun, Çağrı Alıcı, Seden Padır, Gülçin Krom, Sertuğ Alptekin, Berkay Tahmaz, Çağrı Ark.
Director: Walky-Talky (Volkan Dede,  Tolga Erdem)
Customer Relations: Seden Padir
Media Agency: Mediavest
Media Planner: Zeynep Arda Çolak, Zeynep Yuvanç Uslu, Lale Dal
Production Company: Soda Film
Music: Jingle House

Channels Used: TV, Outdoor, Cinema, Internet