Title	FINISH WATER INDEX
Brand	RECKITT BENCKISER
Product/Service	FINISH
Category	D01. Use of Brand or Product Integration into a Programme or Platform
Entrant	HAVAS MEDIA TURKEY Istanbul, TURKEY
Idea Creation	HAVAS TURKEY Istanbul, TURKEY
Media Placement	HAVAS MEDIA TURKEY Istanbul, TURKEY

Name	Company	Position
Ulas Bozan	Havas Media	Head of Strategy
Didem Demiralp	Havas Media Turkey	Media Director
Nevin Nebioglu	Havas Media Turkey	Media Associate Director
Zeynep Satis	Havas Media Turkey	Digital Media Director
Ergin Binyıldız	Havas Istanbul	Chief Creative Officer
Volkan Dalkılıç	Havas Istanbul	Executive Creative Director
Berk Yilmaz	Havas Istanbul	client services director
Hare Lilya Ganic	Havas Istanbul	Account Supervisor
Irem Pusal	Havas Istanbul	Account Executive
Asya Bicer	Havas Istanbul	Account Supervisor
Dogus Savu	Havas Istanbul	social media manager
Irem Ayci	Havas Istanbul	Jr. Account Executive
sila Salgin	Havas Istanbul	Agency Producer
Gozde Bilir	Havas Istanbul	Agency Producer
Zihni Bassaray	Havas Istanbul	Digital Group Head
Omer Ceran	Havas Istanbul	Senior Copywriter
Hasan Yildirim	Havas Istanbul	Senior Art Director
Ekrem Erturk Duzel	Havas Istanbul	Art Director
Melike Erdemir	Havas Istanbul	Graphic Designer

Why is this work relevant for Media?

Because we used traditional medias in non-traditional ways. We didn’t place an ad. We put Water Index to a place at which has been never used before. Water Index is now on news channels as a value like Dollar/Euro and next to them. Water Index is also in the newspapers’ economy pages, news websites’ economy pages but not as an ad, but as a value just next to Dollar and Euros.

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 / insights (30% 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.

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 (20% 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 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 channles such as Bloomberg HT and CNN Türk; in the websites of Turkish newspapers Milliyet, Hürriyet, CNN Türk, Haber Türk and Sabah. 500.000$ of free media coverage. 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.