Title	HAYRAT
Brand	RECKITT BENCKISER
Product/Service	FINISH
Category	G05. Cultural Insight
Entrant	HAVAS MEDIA TURKEY Istanbul, TURKEY
Idea Creation	HAVAS TURKEY Istanbul, TURKEY
Media Placement	HAVAS MEDIA TURKEY Istanbul, TURKEY

Name	Company	Position
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 in this project we use dried fountains (hayrats) as a medium and a message to create an awareness for upcoming drought. We used them as a medium: we attached ibeacons and sent notifications to passersby on behalf of that hayrat about looming drought. We used them as a message as well: the dried fountains (hayrats) are the clearest evidence of the drought that we will face in near future. Once magnificent water reserves, now they are decorative monuments.

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 / insights (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

Fountains built by wealthy people called Hayrat in Turkey. These hayrats have been the symbol of abundance since the Ottoman times. However, abundance has been turning into shortage..