| Title | TYPO DOMAINS |
| Brand | NESTLÉ - NESCAFÉ 3IN1 |
| Product/Service | BEVERAGES, COFFEE, 3IN1 |
| Category |
B02. Microsites |
|
Entrant
|
MINDSHARE Istanbul, TURKEY
|
|
Idea Creation
|
MINDSHARE Istanbul, TURKEY
|
|
Idea Creation 2
|
MAXUS GLOBAL Istanbul, TURKEY
|
|
Media Placement
|
MINDSHARE Istanbul, TURKEY
|
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Media Placement 2
|
MAXUS GLOBAL Istanbul, TURKEY
|
Credits
| Begüm Aras |
Mindshare Turkey & Maxus Turkey |
Interaction Strategist |
| Sibel Ülkü |
Mindshare Turkey, Maxus Turkey |
Head Of Digital |
The Campaign
In Turkey, the average Cost Per Thousand (CPM) is around $3.25. This would get you around 300,000 impressions for our budget. If we bought online banners, it couldn't give us the maximum reach. If we wanted to stand out amongst out competitors, we need to find another space. We found our opportunity when we discovered people waste 11,000 hours mistyping website addresses, because the Turkish keyboard has a different configuration, due to special characters in the language.
We bought 3000 commonly misspelled domain names. If there was a typo in the website address (in the address bar, directly), we could redirect them to the correct one.
Creative Execution
Whenever someone misspelled a website address, we gave them a message which said 'we know what's on your mind', and then after 5 seconds, redirected them to the correct website. For example, if someone typed in www.pintere$t.com, they automatically got redirected to www.pinterest.com.
We helped millions of people by understanding what was on their minds! During the 30 day campaign, our unique reach was 19,368,982 people, equivalent to a CPM of $0.05 based on our $1,000 budget – and every impression went to a different individual!
Our hashtag # reached over 80 million people with more than 30,000 tweets. According to Brand Health Scores, brand recognition increased 19%, the metric ‘loving the brand’ up to 21%. Sales value increased +21% vs same period last year.
Instead of investing in standard media inventory, we created a new space, where no-body was advertising. It guaranteed our message was the only one on the screen at one time!
Our 3000 domains were the most popular websites in Turkey. Through data and analysis, we discovered the most popular sites that were misspelled. We could redirect internet users as well as put our bespoke message in an uncluttered space.