Title	WATER INDEX
Brand	RECKITT BENCKISER TURKEY
Product/Service	FINISH DISHWASHER DETERGENT
Category	G07. Corporate Purpose & Social Responsibility
Entrant	HAVAS TURKEY Istanbul, TURKEY
Idea Creation	HAVAS TURKEY Istanbul, TURKEY
Media Placement	HAVAS MEDIA TURKEY Istanbul, TURKEY
PR	CORA COMMUNICATIONS İstanbul, TURKEY

Name	Company	Position
Ergin Binyıldız	Havas İstanbul	Chief Creative Officer
Volkan Dalkılıç	Havas İstanbul	Executive Creative Director
Ömer Ceran	Havas İstanbul	Senior Copywriter
Hasan Yıldırım	Havas İstanbul	Senior Art Director
Ekrem Ertürk Düzel	Havas İstanbul	Art Director
Melike Erdemir	Havas İstanbul	Graphic Designer
Gözde Bilir	Havas İstanbul	Agency Producer
Sıla Salgın	Havas İstanbul	Agency Producer
Berk Yılmaz	Havas İstanbul	Client Services Director
Hare Lilya Ganiç	Havas İstanbul	Account Supervisor
Asya Biçer	Havas İstanbul	Account Executive
İrem Aycı	Havas İstanbul	Jr.Account Executive
Zihni Başsaray	Havas İstanbul	Other Credits

Why is this work relevant for Brand Experience & Activation?

Turkey is on the verge of being water poor, and Finish is trying to create an awareness and start a movement to stop wasting. With Water Index, people are shown the true value of water in every platform next to Dollar and Euros. And with the low value of Water Index, people are facing the undeniable truth, which is the looming drought. Water Index is being updated every week and it gives people a real-time confrontation with the impending drought. The Water Index, therefore, is very consistent with our communication plan: stop wasting, start saving.

Background

Situation: The fact that three-quarters of the world is water and Turkey is surrounded by seas creates the feeling that water is infinite. Although 74% of the world is water, the amount of usable water is only 0.0006%. Brief: The brief is to show people that there is a limited amount of water, to draw attention to Turkey's problems and to invite people to save water. Objectives: Our objectives are to show people true value of water. To create an awareness for our limited water reserves. To start a movement and to make people save more.

Describe the creative idea (20% of vote)

We in Turkey start the day with this question: What is the value of Dollar/Euro? During the day, we check the increase in foreign currency at many moments of the day. Ironically, we do not check the condition of our water resources, which is much more vital than these currencies. With the help of well-respected Turkish Industrial and Development Bank (TSKB) we created an index which shows the value of water: Finish Water Index. The index is calculated by measuring the occupancy rate at dams, consumption in agriculture, industry and household. The index is now 86, which is just above the critical value 70. As the index takes its place in our lives, we will understand the value of water better.

Describe the strategy (20% of vote)

Turkish economy is not promising. The most popular investment choice is buying foreign currencies. The value of Dollar and Euro is in everybody’s radar. Therefore, we target a group over 18 who is familiar with currencies. To catch them we focused on economy programs on news channel, economy channels, economy pages of newspaper and websites. To reach beyond this group we aired TV commercials with the claim of “now, we will learn the value of water”.

Describe the execution (30% of vote)

We locate the Index logo and its value next to Dollar and Euros in every single platform. Index is shown on Turkey’s most watched news channel CNN Turk and economy channel Bloomberg HT every day next to Dollar and Euros. It is also on the websites of Turkish newspapers such as Habertürk and Milliyet; and on the economy pages of newspaper Sabah. We also aired a tv commercial with this claim: now, we will learn the value of water.

List the results (30% of vote)

Although Finish Water Index has just entered our lives, we have already felt its impact. The index took its place next to the dollar and gold that we follow every day. In Turkey’s most watched news channels Bloomberg HT and CNN Türk, the value of water is now next to the dollar and the euro. Finish Water Index is also on Turkey’s most sold newspapers Haber Türk and Sabah, and most visited websites such Milliyet, Hürriyet. The Finish Water Index page on Yarınınsuyu.com was visited by 80,000 people in its second week. The page was viewed 155,000 times in the first two weeks. Earned media is 500.000 USD.

Please tell us how the brand purpose inspired the work

The brand purpose of Finish is to save water. Turkey is on the verge of being water poor and Finish has been working on to stop pre-rinsing. Because, with pre-rinsing 57 liters of water is wasted in every cycle. To create an awareness on water saving Water Index is very important. Because it’s not just a value. It’s a result as well. And it is here to stay. Till we grasp what really matters.