Title	TYPO DOMAINS
Brand	NESTLÉ - NESCAFÉ 3IN1
Product/Service	BEVERAGES, COFFEE, 3IN1
Category	A01. Fast Moving Consumer Goods
Entrant	MINDSHARE Istanbul, TURKEY
Idea Creation	MINDSHARE Istanbul, TURKEY
Idea Creation 2	MAXUS GLOBAL Istanbul, TURKEY
Media Placement	MINDSHARE Istanbul, TURKEY
Media Placement 2	MAXUS GLOBAL Istanbul, TURKEY

Name	Company	Position
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.

Campaign Success

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

To get away from the clutter of standard online advertising, we created a brand new channel where nobody else was. We bought 3000 of the most commonly misspelled domain names in Turkey. When users typed in the wrong name in the address bar, they would see a message from Nescafé, communicating their brand position ‘The One On My Mind’, as we redirected them to the one on their mind! With a budget of only $1000, if we bought online banners, on average we would only get 300,000 impressions. Instead, we reached over 19 million unique users with our idea.

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.