Title | WATER INDEX |
Brand | RECKITT BENCKISER TURKEY |
Product/Service | FINISH DISHWASHER DETERGENT |
Category |
G07. Corporate Purpose & Social Responsibility |
Entrant
|
HAVAS TURKEY Istanbul, TURKEY
|
Idea Creation
|
HAVAS TURKEY Istanbul, TURKEY
|
Media Placement
|
HAVAS MEDIA TURKEY Istanbul, TURKEY
|
PR
|
CORA COMMUNICATIONS İstanbul, TURKEY
|
Credits
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 PR?
For two years, Finish has been trying to create an awareness for water saving. With the help of Water Index, this claim has become much more powerful. Because Water Index clearly shows the true amount of remaining water in the simplest way ever. It helps Finish’s “water saving” brand identity become more strong.
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 (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.
Describe the PR strategy (30% 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 PR 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 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.
Please tell us how the brand purpose inspired the work
The brand purpose of Finish is to save water. Turkey is on the verge of being water poor and Finish has been working on to stop pre-rinsing. Because, with pre-rinsing 57 liters of water is wasted in every cycle.
To create an awareness on water saving Water Index is very important. Because it’s not just a value. İt’s a result as well. And it is here to stay. Till we grasp what really matters.