2020 Brand Experience & Activation

HAYRAT

TitleHAYRAT
BrandRECKITT BENCKISER
Product/ServiceFINISH
Category B02. Use of Ambient Media: Large Scale
Entrant HAVAS TURKEY Istanbul, TURKEY
Idea Creation HAVAS TURKEY Istanbul, TURKEY
Media Placement HAVAS MEDIA TURKEY Istanbul, TURKEY
PR CORA COMMUNICATIONS İstanbul, TURKEY
Credits
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
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
Gözde Bilir Havas İstanbul Agency Producer
Sıla Salgın Havas İstanbul Agency Producer
Zihni Başsaray Havas İstanbul Social Group Head

Why is this work relevant for Brand Experience & Activation?

Because our project hayrat is all about the experience. With the help of i-beacons we turned more than 300 fountains (hayrats) into a medium. We caught the passersby, talked on behalf of that fountain, sent passersby customized messages and lead them to our video which is about the hayrats and impending drought. What we all did here is to make people take action: calculate their water footprints and start saving today.

Background

Turkey is on the verge of becoming water poor in near future. Within the pandemic days, we understood the importance of water even better. But we still do not aware of the fact that it’s a limited resource. If we continue wasting like this, we will be facing water scarcity in near future. Turkey is a country surrounded by seas. And this creates an illusion that we have enough water. However, our resources are drying up one by one. One of the clearest examples of this situation is hayrats. Fountains built by wealthy people called Hayrat in Turkey. These hayrats have been the symbol of abundance since the Ottoman times. But today they are the evidence of impending drought. They are now an ornamental monument. Our objective was to draw people's attention to impending drought, show them drought is sooner than we thought, and encourage them to save more.

Describe the creative idea (20% of vote)

Turkey is on the verge of being water poor in near future. And for two years Finish has been working on to stop wasting water. But the problem here is people are not aware of the fact that the end is soon. The clearest evidence of this fact is the dried hayrats which are in every corner of Turkey. We turned these fountains into a medium. More than 300 dry hayrats in 32 cities broke their silence and became our mediums. With the help of i-beacon technology, we reached passersby. We caught these people while they are walking in front of a hayrat. Then we sent them customized messages on behalf of that hayrat. We lead them to an informative video about hayrats and impending drought. With the help of this video we encourage them to calculate their water footprints and start saving today.

Describe the strategy (20% of vote)

Turkey is full of fountains (hayrats). Wherever you go, you see a hayrat built by some wealthy person. But the problem is almost all of them dried up. And this is the clearest example of impending drought. This shows us the drought is sooner than we thought. We have chosen more than 300 hayrats in 32 cities. We targeted every single passerby free from his or her age. We sent them notification through most popular apps (such as news apps). To make them pay attention to our notification, we talked on behalf of that hayrat which is not flowing. In the notification, the name of the hayrat which is passed by seconds ago is written. With this message we led them to a video about hayrats and coming drought.

Describe the execution (30% of vote)

First, we identified more than 300 hayrats which are placed in crowded streets or squares in 32 cities. Then we attached ibeacons on these hayrats to send notification to the people who has just passed by these hayrats. Then we used a platform which provides an infrastructure for the most popular apps. And we integrated our messages with these apps. So, we had a technology to send a customized notification to every passerby from any hayrat. We sent notification to these passersby. In these notifications we talked on behalf of that hayrat. We led them to an informative video about hayrats and impending drought. With the help of this video we encourage them to calculate their water footprints and start saving today.

List the results (30% of vote)

Although the Hayrat project has just launched, we reached 50,000 people in the first 10 days. We got 4 times interaction rate (compared to industry average). The number of visitors of Yarınınsuyu.com increased by 400%. Hayrat made headlines on news in Turkey’s most watched news channel such as A Haber and Haber Türk, and newspapers such as Sabah.