Title	WATER INDEX
Brand	RECKITT BENCKISER TURKEY
Product/Service	FINISH DISHWASHER DETERGENT
Category	A01. Data & Analytics & Insight
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 Creative Strategy?

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.

Interpretation (30% of vote)

Turkey is on the verge of being water poor. Having surrounded by seas, people in Turkey do not aware of this fact or they underestimate it. The challenge was this unawareness. We have to remind people that we are in danger. We will be facing drought in near future we do take any precautions. To make people aware of water scarcity we created an index. Ant put it to the place where the currencies we value are. Foreign currencies are the number one investment instrument in Turkey. Therefore, we targeted almost everyone. We placed index next to Dollar in news channels, newspaper and websites. We aired tv commercial which claims the value of water is now known. The number of people who visited index web site and number of news which makes index headline are our desired outcome.

Insight / Breakthrough Thinking (30% of vote)

We created an index which shows the remaining of useable water in Turkey. With the help of Turkish Industrial and Development Bank, we have gathered the amount of water in dams; the amount of consumption in industry, agriculture and households. To simplify it we turned all these data to one single number: Water Index Then we identified the boundaries of the index. The numbers will be between 70 and 130. 70, the low end means the drought. And 130, high end, means abundance of water. We want to make water index as popular as currency rates. Therefore, we place it next to Dollar and Euro in every single platform (TV channels, web sites, newspapers…).

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 valuable than these currencies. With the help of well-respected Turkish Industrial 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.

Outcome / Results (20% of vote)

Although the Finish Water Index has just entered our lives, we have already started to feel its impact. The index is now next to the dollar and gold in Turkish news and economy channels Bloomberg HT and CNN Türk; in the websites of Turkish newspapers Milliyet, Hürriyet, CNN Türk, Haber Türk and Sabah. 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.