Title	GARANTI BANK - LOAN OVER 4G
Brand	GARANTI BANK
Product/Service	4G LOAN
Category	A06. Financial Products & Services, Commercial Public Services, Business Products & Services
Entrant	PUNCH Istanbul, TURKEY
Idea Creation	PUNCH Istanbul, TURKEY
Media Placement	PUNCH Istanbul, TURKEY

Name	Company	Position
Ali Musa Paca	Punch	Creative Director
Mert Senturk	Punch	Head of Art
Koray Ozturk	Punch	Managing Director
Zeynep Asli Filis	Punch	Art Director
Emre Unayli	Punch	Copywriter

The Campaign

The creative idea is very simple: If you can't beat them, join them. It was obvious that we couldn't buy more airtime than GSM operators, so we made deals with them to join their commercials instead. They told their customers about 4G in their launch TVCs and we joined each and everyone of them to tell people what they can do with this new technology.

Creative Execution

The project was live during the first week of April 2016 when 3 big GSM companies launched 4G simultaneously. It was aired in all the major TV channels following different GSM operator commercials.

Garanti Bank had to double the number of video call operators to match the demand. The ad had better AHI (Ad Heat Index) results than the 4G lauch commercials it trailed. Our message cut through the clutter. Spontaneous awareness of the service according to post test: 93%. The project was the only one to date 3 competing GSM operators joined in together.

The work is relevant because it takes a very classic media channel and uses it in a very different way. It's a work with unique strategy, planning and buying process. Which makes it work in media category as a whole.

Insights, Strategy and the Idea

Our target was people who might need a loan sometime in their life. Which means everyone above 18 who was living in Turkey. It was almost the same audience with the GSM companies that we tagged along. Our media plan followed the GSM companies and we aired a tag on every time they aired a 4G TVC during the lauch week.