FINISH KADIN SERIES INTEGRATION CAMPAIGN

Silver eurobest Award

Case Film

Presentation Image

ClientFINISH / RECKITT BENCKISER
Category D01. Use of Brand or Product Integration into a Programme or Platform
TitleFINISH KADIN SERIES INTEGRATION CAMPAIGN
Product/ServiceDISHWASHING DETERGENT
Entrant HAVAS MEDIA TURKEY Istanbul, TURKEY
Idea Creation HAVAS MEDIA TURKEY Istanbul, TURKEY
Idea Creation 2 HAVAS ISTANBUL Istanbul, TURKEY
Idea Creation 3 CIRCUS Istanbul, TURKEY
Media Placement HAVAS MEDIA TURKEY Istanbul, TURKEY
Credits
Name Company Position
Tarik Bayar Reckitt Benckiser Marketing Director
Didem Demiralp Havas Media Account Director
Basak Malcok Reckitt Benckiser Senior Media Manager
Cem Oguzcan Reckitt Benckiser Category Director
Basak Erkiran Havas Media General Manager
Cüneyt Devrim Havas Istanbul General Creative Manager
Cem Oguzcan Reckitt Benckiser Category Director
Pınar Aslaner Reckitt Benckiser Asistant Brand Manager
Ergin Binyıldız Havas Chief Creative Officer
Yavuzhan Gel Havas Creative Director
Sıla Salgın Havas Agency Producer
Berk Yılmaz Havas Client Services Director
Ayca Cinar Havas Strategy Director
Ender Sevim Depo Film Producer
Melisa Gürkan Depo Film Producer
İlkay Kopan Depo Film Director
Andac Sahan Depo Film Director of Photography
Ozer Sata Circus/Contentine General Manager
Berk Dogan Circus/Contentine Managing Partner
Gizem Akbulut Circus/Contentine Managing Partner

Why is this work relevant for Media?

This campaign set out to achieve a never-before-seen level of product and brand integration to hijack an episode of one of the most popular series in Turkey. It was only possible by harnessing a unique combination of both a popular series sponsorship and broadcast sponsorship. We had to use the original filming crew, actors, staff, tv assets and every other part of the series combined with nimble media placement. A huge task, but the result made a brand that would normally be cluttered in with series sponsor completely stand out -

Background

Finish had been losing ground with its no1 rival for the last 2 years. For most of its existence in Turkey, the brand relied on short-term activations looking for high short-term sales impact. But this was the year to firmly stake claim as a category leader. The task for this brief, was to inject Finish more into culture, by sponsoring Kadin, the most popular Turkish Series that follows Bahar’s life, a single mom of two children who loses the love of her life in dramatic circumstances. She lives a life filled with suffering and misery, to an extent where fans of commented about how Bahar never ever smiled in any of the episodes. Our ambition was to own this cultural moment not just sponsor it. We needed a campaign that cut through the clutter of generic series promotions and captured the attention of Turks and particularly of Turkish women.

Describe the creative idea / insights (30% of vote)

Our idea was to make Bahar finally smile after 40 episodes, and we would achieve this with Turkey-first level of broadcast/series integration. We set out to make people watching the most popular series in Turkey: Kadin, utterly believe they were going to an ad break, only to have it suddenly turn into the continuation of the previous scene just after the commercial break was announced. We didn’t set out to make our film feel like the series, but absolutely identical to it.

Describe the strategy (20% of vote)

Our strategy was based on a live media placement that lacked the conventional repetitive appearance rhythm that traditional sponsors ads have, we wanted to be disruptive, prevent wear out and gain attention. The uniqueness of this premium media property’s short but ultra-intense gave us the opportunity to do something on a large scale, fast. We were looking for a high impact, not a traditional sponsorship. And most importantly, the scene we continued would show Bahar finally smiling with satisfaction after 40 episodes, a theme that was very present in popular culture, everybody was talking about it.

Describe the execution (20% of vote)

One week before the episode, three influencers launched non-branded hashtag: #LetBaharSmile. Their tweets appeared on TV during the episode. The hashtag became Trending Topic. The FINISH handle replied to the influencers telling them that they would take matters into their hands in the next episode and help Bahar smile. Influencers then shared our message on their social media accounts, fans were now expecting the Finish Good Deed. The spot begun seemingly returning to the exact scene people were watching. A scene where Bahar’s father gives his dishwasher to her. The ad was not just a generic scene, but the actual scene, the same moment. With no warning, the ad then transformed into a continuation, with Bahar using Finish to clean a full batch of dirty plates thanks to the dishwasher. And in the end, our integration was so seamless - viewers wondered if the episode was becoming an ad.

List the results (30% of vote)

The campaign proved a huge success: - Our product placement was surrounded with premium spots and bands: 240 HW GRPs in a single night! - With the help or our engagement campaign, hashtag campaign and Special digital fragment campaign from Twitter, we reached 2M impressions. - On Instagram and FB our engagement campaign had a 3M reach. - Our #letbaharsmile hashtag received 16,210 tweets during the broadcast and #Kadın hashtag received 6.008 tweets during the broadcast hours. #letbaharsmile remained as Trending Topic for 9 hours 30 minutes in Turkey, and for 5 hours throughout the world. - 7.788 messages were shared about Finish's TV integration. Messages received a total of 131,838 interactions. - We garnered a total 50K Euros in earned media from PR coverage. - And best of all, sales went up by 43% following the stunt and finish took back its leadership position from Its main competitor.