FINISH 'KADIN' INTEGRATION
|Client||RECKITT BENCKISER- FINISH|
|Category||B01. Use of TV & Other Screens|
|Title||FINISH 'KADIN' INTEGRATION|
|Entrant||RECKITT BENCKISER İstanbul, TURKEY|
|Idea Creation||HAVAS ISTANBUL Istanbul, TURKEY|
|Media Placement||HAVAS ISTANBUL Istanbul, TURKEY|
|PR||CIRCUS Istanbul, TURKEY|
|Production||DEPO FILM Istanbul, TURKEY|
|Production 2||IMAJ Istanbul, TURKEY|
|Production 3||3K1A MUSIC Istanbul, TURKEY|
|Ergin Binyıldız||Havas Istanbul||Chief Creative Officer|
|Yavuzhan Gel||Havas Istanbul||Creative Director|
|Ömer Ceran||Havas İstanbul||Copywriter|
|Hasan Yıldırım||Havas İstanbul||Art Director|
|Ertürk Ekrem Düzel||Havas İstanbul||Art Director|
|Melike Erdemir||Havas İstanbul||Art Director|
|Sıla Salgın||Havas Istanbul||Agency Producer|
|Berk Yılmaz||Havas Istanbul||Client Services Director|
|İrem Pusal||Havas Istanbul||Account Manager|
|Livya Kuyumcuoğlu||Havas İstanbul||Account Manager|
|Ayça Çınar||Havas Istanbul||Strategy Director|
|İsmail Postalcıoğlu||Havas İstanbul||Social Media Director|
|Elif Deniz Yalçın||Havas İstanbul||Social Media Manager|
|Ece Özmet İşsever||Havas İstanbul||Social Media Supervisor|
|Yıldız Kaya||Havas İstanbul||Social Media Manager|
|Didem Demiralp||Havas İstanbul||Media Director|
|Nevin Nebioğlu||Havas İstanbul||Associate Media Director|
|Aylin Aykut||Havas İstanbul||Media Supervisor|
|Tekin Timoçin||Havas İstanbul||Media Supervisor|
|Onur Güner||Havas İstanbul||Media Planning and Buying Specialist|
|Tuğyan Şendil||Havas İstanbul||Media Planning and Buying Specialist|
|Ülkü Şimşek||Havas İstanbul||Media Planning and Buying Specialist|
|Hülya Ekmekçi||Havas İstanbul||Media Planning and Buying Specialist|
|Erdem Yürük||Havas İstanbul||Media Planning and Buying Specialist|
Why is this work relevant for Media?85% of the Turkey population spend 350 minutes watching TVC per day. TV series are the most consumed TV content both by the Turkish society in general and our target audience in particular. ‘Kadın’ (Woman) is one of the most popular TV series among our target audience.
BackgroundSituation 85% of the Turkey population spend 350 minutes watching TVC per day. TV series are the most consumed TV content both by the Turkish society in general and our target audience in particular. ‘Kadın’ (Woman) is one of the most popular TV series among our target audience. Brief The number one competitor of Finish who had been rapidly gaining power, set off on a deeper bond with the localization strategy. Unfortunately, this situation led Finish to lose its leadership in consumer perception against its closest competitor. The brand had to sit on the leaderboard again in the hearts of the target audience. So, we needed a communication that focuses not only on functional benefit but also on emotional benefit. Objectives To create an emotional bond with the target audience through the most loved TV series. To increase loyalty and regain the market leader position.
Describe the creative idea / insights (30% of vote)We decided to use Bahar, the lead character of the TV series… a character that Turkish women can identify with and is really fond of her. We positioned Finish as a brand that supports women, recognizes them, values them and tries to make their lives easier, thus closing the emotional gap between us and the target audience by going beyond performance communication. To appeal to the audiences, instead of integrating the product we decided to integrate a smile. We made an ad which is an continuation of the scene.
Describe the strategy (20% of vote)The main character of the series “Bahar” certainly does not have an easy life. She is trying to survive alone with two kids with very limited money and she is also suffering from health problems. Especially in difficult economic conditions like the one Turkey is experiencing at the moment, our target audience feels a deep connection with her, and is inspired by the strength and hope she has despite these difficulties. The only thing the viewer wanted was to see her happy. The family is really poor and she did not even have a dishwasher. We thought this might be a good opportunity for Finish to get involved. But our golden rule was to respect the original content and be as native as possible and make sure that our presence as the brand did not ruin the target audience’s favorite show for them.
Describe the execution (20% of vote)On November 13, a brand-free communication was launched with 3 influencers. Influencer's tweets are broadcasted as TV band in real-time in related scenes of the series. One of the Influencers tweeted that the main character Bahar needs a dishwasher. That tweet was also broadcasted as a TV band. We also answered this tweet as Finish, and we announced that we had a surprise for Bahar on Twitter and TV band. On November 20, a dishwasher was given as a gift to Bahar by her stepfather. Our integration ad became online just after that scene. In the ad, we see her smiling for the first time because she could have time for herself instead of washing the dishes. Just after the integration, we thanked the stepfather, who gave the machine as a gift, on the Finish Twitter account. And this tweet went online as TV band in that episode.
List the results (30% of vote)• 43% increase in Finish Quantum sales. That way we could maintain market leadership. • 400 bps increase in top of mind brand awareness • 600 bps increase in the ‘brand I love the most’ score in dishwashing detergent category. • While the competitor brand scores decreased in trial, usage and frequency scores; for Finish the trial increased 3 pts, usage increased 5 pts and frequency increased 1 point. • Best loved brand score increased by 12%. • Finish took back the leadership from its competitor and my lifestyle brand score increased to 70% • Loyalty increased from 37 to 44. • 66% of the people who watch the ‘Kadın’ series believe that Finish is a brand that makes women’s lives easier. • 74% of the people who watch the ‘Kadın’ series believe that Finish is a brand that values women.
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