Title	HAYRAT
Brand	RECKITT BENCKISER
Product/Service	FINISH
Category	G05. Cultural 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
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 Direct?

Because the Hayrat Project uses fountains (hayrats) as a medium and focuses on a specific target group: passersby. With the help of ibeacon technology we sent notifications to theses passersby and create an awareness using dried hayrats as a medium and a message. Because dried hayrats are the clearest evidence of impending drought.

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 (30% 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)

In Turkey wherever you go, you see a hayrat built by some wealthy person. But the problem is most of them dried up. And this is the clearest example of impending drought. First, we made research on hayrats in Turkey. Then we gathered how many of them are not flowing anymore, how many of them is close to the crowded places, haw many people pass by near to these hayrats. Based on these numbers we selected more than 300 hayrats in 32 cities. We attached ibeacon on them and then we used a platform which provides an infrastructure for the most popular 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 gave reference to the name of the hayrat, the date it has built.

Describe the execution (20% 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.

Please tell us about the cultural insight that inspired the work

In Turkish culture, wealthy people built fountains called hayrats on behalf of their name. This behavior is a sign of being thankful for life. Almost every corner of Turkey, there is a hayrat built by a local wealthy man. However, these hayrats started to dry up one by one. Now they are -unlike their one and only purpose which is to flow- has become a decorative monument. Turkey is on the verge of being water poor and the drought is sooner than we thought. To make people aware of this fact we gave these hayrats a voice.