GLASSES OF DROUGHT

Short List
ClientFINISH / RECKITT BENCKISER
Category B04. Use of Ambient Media: Small Scale
TitleGLASSES OF DROUGHT
Product/ServiceFINISH QUANTUM
Entrant RECKITT BENCKISER İstanbul, TURKEY
Idea Creation HAVAS ISTANBUL Istanbul, TURKEY
Production ABT POST PRODUCTION Istanbul, TURKEY
Production 2 P BLOK Istanbul, TURKEY
Production 3 AJANS RESET Istanbul, TURKEY
Additional Company 3K1A MUSIC Istanbul, TURKEY
Additional Company 2 CIRCUS Istanbul, TURKEY
Additional Company 3 SAFIR CAM İstanbul, TURKEY
Additional Company 4 ÖZAY CAM İstanbul, TURKEY
Additional Company 5 MEDYABANK Istanbul, TURKEY
Credits
Name Company Position
Ergin Binyildiz Havas Istanbul Chief Creative Officer
Yavuzhan Gel Havas Istanbul Creative Director
Serhan Koçak Havas Istanbul Art Director
Sezgin Bulut Havas Istanbul Art Director
Anil Süleyman Çinar Havas Istanbul Copywriter
Sila Salgin Havas Istanbul Agency Producer
Gözde Bilir Havas Istanbul Agency Producer
Ayça Çinar Havas Istanbul Strategy Director
Berk Yilmaz Havas Istanbul Client Services Director
Hare Lilya Ganiç Havas Istanbul Account Supervisor
Irem Pusal Havas Istanbul Account Manager
Tarik Bayar Reckitt Benckiser Marketing Director
Cem Oguzcan Reckitt Benckiser Category Manager
Harun Çeliksoy Reckitt Benckiser Senior Brand Manager
Basak Malçok Reckitt Benckiser Senior Media Manager
Buse Leblebici Reckitt Benckiser Senior Assistant Brand Manager

Why is this work relevant for Media?

We hacked a special event with hand-held ornaments (glasses), which are specifically designed to show recent water levels in Turkey’s drying lakes. By placing our glasses into this event, we created our own medium. People saw our message on glasses. So it helped them to realize how serious the problem is.

Background

Historically Finish focused on product driven performance communication but keeping our leadership in the hearts of our consumers and consequently in terms of market share required a communication that had the power to create an emotional bond through building a new purpose for the brand. We tied the brand’s core value “shine” to the purpose of the brand and came up with the concept of a “brighter future”. We wanted to talk about a brighter future, and we unearthed an alarming fact about dish washing, the amount of water we waste each time (57 liter) on pre-rinse in one year is equal to a mid-sized lake. Glasses have been the symbol of shine for decades for Finish. Now they could also help us to tell a different story for a brighter future.

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

Turkey is a country surrounded by seas on three sides and experiencing all four seasons.When this is the case, it’s unimaginable for the target audience to grasp the idea of Turkey becoming water poor in 11 years’ time (according to UN). First,we needed to reach people with influence and make them aware of the shocking news with an impactful approach.The amount of water wasted on pre-rinse in one year is equal to a mid-sized lake (over 130 million tons). So,we decided to start with the most alarming evidence. Drying lakes. ‘Glasses of Drought’: 5 glasses. 5 special glasses designed for 5 lakes of Turkey where the signs of drought are seriously felt. The amount of the water each glass can hold is equivalent to the percentage of water left in a certain lake.So, you can only drink as much as water as the lake currently holds, not a drop more.

Describe the strategy (20% of vote)

Turkey is a country surrounded by seas on three sides and experiencing all four seasons. When this is the case, it’s unimaginable for the target audience to grasp the idea of Turkey becoming water poor in 11 years time (according to UN). First, we needed to reach people with influence and make them aware of the shocking news with an impactful approach. The amount of water wasted on pre-rinse (passing dishes through water prior to placement into the dishwasher) in one year is equal to a mid-sized lake (over 130 million tons). So, we decided to start with the most alarming evidence. Drying lakes.

Describe the execution (20% of vote)

We detected the lakes with the most devastating water loss. Researched the topography and turned them into custom made glasses. 5 lakes, 5 glasses. 22nd of March is the World Water Day. But for Turkey it’s also the day of our biggest economic forum, the Davos of the Middle East. The event where the top politicians, economists, businessman and most importantly the press is present with full attention. And we hacked the event. The glasses were placed on speakers’ desks all across while being spread out through the event venue. It was a perfect chance to reach almost everyone with influence. Our glasses helped us to engage our message with CEOs, politicians, academics, media moguls even foreign investors.

List the results (30% of vote)

Glasses of Drought campaign created 16,9 Million media impression and 8 Million Turkish Liras PR Value with a set of 5 glasses. (Each glass cost approximately 50 Turkish Liras) *Kantar Media, Nielsen. Top of Mind score increased by 233 bps Brand I Love score increased by 400 bps Loyalty score increased by 317 bps. By august 100K households have already stopped hand washing. Market share increased by +270 bps reclaiming market leader title Sales increased by 16% *IPSOS BAT Results Q2’19 vs Q1’19 / **Nielsen Reatil Audit May-Jun-Jul’19 vs Feb-Mar-Apr’19 / *** RB ICE May-Jun-Jul’19 vs Feb-Mar-Apr’19