2019 Glass: The Award for Change

FOX // WOMEN TO ADMIRE

ClientFOX NETWORKS GROUP
Category A01. Glass
TitleFOX // WOMEN TO ADMIRE
Product/ServiceSOCIAL RESPONSIBILITY
Entrant RAFINERI REKLAMCILIK HIZ TIC AS istanbul, TURKEY
Idea Creation RAFINERI REKLAMCILIK HIZ TIC AS istanbul, TURKEY
Credits
Name Company Position
Ayşe Bali Rafineri Executive Creative Director
Doğu Göçük Rafineri Creative Director
Burçak Beşlioğlu Rafineri Creative Group Head
Anıl Tiryaki Rafineri Copywriter
Ebru Karaman Rafineri Copywriter
Erbek Onur Rafineri Brand Group Director
Nazlı Elibol Rafineri Brand Supervisor
Şafak Ertemiz Rafineri Brand Executive
Şafak Serter Rafineri Agency Producer
Açelya Ülkümen Rafineri Agency Producer
İpek Savaş Rafineri Agency Producer
Özge Ateş Rafineri Art Director
Büşra Aksu Rafineri Art Director
Asya Aydın Rafineri Art Director
Aytaç Şahin Rafineri Art Director

Background

Approximately %70 of women in Turkey are deprived of economic freedom and as a result having trouble becoming independent individually. This situation was shaking the foundations of women’s struggle for equal rights in the society. Moreover, It was the main cause of many other problems that women faced in the society. As Fox, we decided to develop a project in order to to inspire women and create awareness about the subject.

Describe the creative idea

We utilized all capabilities of Turkey’s top rated channel to increase visibility for these brands created by women’s hand labor. We created new corporate identities for these brands. Next, we created separate print ads and placed them in various newspapers. We also shot tv commercials for these brands which starred their woman creators and aired them during prime time. Women who founded these brands appeared as guests on most viewed shows of FOX.

Describe the strategy

One of the most efficient ways to ensure economic freedom was to develop production-oriented micro enterprises by taking advantage of past experiences and geographic locations. And that was the most common practice women resorted to. In the age of internet, their target group was the whole country regardless of the distance. But there was a problem: They had no visibility and communication budgets. That’s why the main strategy was formulated to increase visibility for women’s enterprises.

Describe the execution

We utilized all capabilities of Turkey’s top rated channel to increase visibility for these brands created by women’s hand labor. We created new corporate identities for these brands. Next, we created separate print ads and placed them in various newspapers. We also shot tv commercials for these brands which starred their woman creators and aired them during prime time. Women who founded these brands appeared as guests on most viewed shows of FOX.

Describe the results / impact

RESULTS Reach: 29.849.587 women were reached in total. Business Results: Monthly turnovers increased by %1500 on average. Views: 98.273.982 views in total.