WATER INDEX

TitleWATER INDEX
BrandRECKITT-FINISH
Product/ServiceDISHWASHER DETERGENT
Category B02. Brand Purpose & Impact
Entrant HAVAS TURKEY Istanbul, TURKEY
Idea Creation HAVAS TURKEY Istanbul, TURKEY
PR CORA COMMUNICATIONS İstanbul, TURKEY
Production SHORTCUT Istanbul, TURKEY
Additional Company CIRCUS Istanbul, TURKEY
Additional Company 2 CONTENTINE Istanbul, TURKEY
Credits
Name Company Position
Ergin Binyıldız Havas Turkey CCO
Volkan Dalkılıç Havas Turkey ECD
Ömer Ceran Havas Turkey Creative Group Head
Serhan Koçak Havas Turkey Creative Group Head
Hasan Yıldırım Havas Turkey Graphic Designer
Ekrem Ertürk Düzel Havas Turkey Art Director
Melike Erdemir Havas Turkey Graphic Designer
Emrah Yıldırım Havas Turkey Art Director
Sıla Salgın Havas Turkey Agency Producer
Gözde Bilir Havas Turkey Agency Producer
İrem Akalın Havas Turkey Agency Producer
Hare Lilya Ganiç Havas Turkey Account Supervisor
Asya Biçer Havas Turkey Account Executive
İrem Aycı Havas Turkey Account Executive
İrem Kara Havas Turkey Account Supervisor
Didem Demiralp Havas Turkey Media Group Director
Nevin Nebioğlu Havas Turkey Media Director
Tekin Timoçin Havas Turkey Media Manager
Tuğyan Şendil Havas Turkey Media Supervisor
Ülkü Şimşek Doğan Havas Turkey Media Supervisor
Onur Güner Havas Turkey Media Planning and Buying
Adnan Bulut Havas Turkey Media Planning and Buying
Zeynep Satış Havas Turkey Digital Media Director
Ege Esen Havas Turkey Digital Media Manager
Beyza Alçiçek Havas Turkey Senior Performance Marketing Executive
Aybüke Başünal Havas Turkey Digital Media Performance Specialist:
Ödül Özlü Havas Turkey Business Development Director
Berk Yılmaz Havas Turkey Client Services Director
Zihni Başsaray Havas Turkey Digital Group Head

Why is this work relevant for Creative Business Transformation?

The work is a significant part of a game changer repositioning and a purpose campaign. With the “Water For Tomorrow” campaign we started to talk something never talked before in the market. In 2018, we started to build a communication around Turkey’s water and displayed Turkey’s lakes that are drying up. The issue was owned by our customers and the campaign helped to increase both sales and brand image metrics drastically. The Water Index is the latest innovative content of this campaign which opened a whole new field to communicate through and took the campaign beyond advertisement.

Background

According to the UN reports Turkey will be a water poor country by 2030. Yet, people waste water like there is no tomorrow. Three years ago, Finish, the dishwasher detergent, started a water preservation campaign. Initially, the aim was to eradicate hand dish wash and pre rinsing. Although dishwasher penetration rate is 80% in Turkey, 50% of the consumers pre-rinse their dishes, wasting 57 liters in every cycle. The consistent communication of the brand made it the number one ambassador of water preservation. Thus the brand went beyond dishwashing habits and started communicating on all areas of needless water consumption. One key barrier in habit change was people’s perception of water as an infinite, cheap resource, making them take it for granted and hence use it without precaution or care.

Strategy & Process (30%)

Turkish economy is not promising. The most popular investment choice is foreign currencies and golds. The daily value of these is in everybody’s radar. And this is a great opportunity to show people what really matters: water! In our third year of water preservation campaign, we created a brand-new index which shows true amount of usable water in Turkey. Reserves, forecasts, industrial, agricultural and domestic consumption all go into a regularly computed and weekly updated formula. All these data simplified into a single value between 70 and 130. We used an integrated media approach by placing the water index widget on TV beside currency exchange rates (a media first usage) and on news web sites. In addition to these TV spots, integration in TV programs, branded Interviews on TV and press conferences, social media ads, targeted display ads, newspaper ads and TV bands are used with the same integrated approach.

Experience & Implementation (35%)

First, we placed Finish Water Index beside Dollar and Euros in every single platform: Most watched news channels like CNN Turk and Bloomberg; most read newspapers like Haber Türk and Sabah, most visited web sites like Milliyet. Then we explain the index and upcoming drought in TV commercials, print ads, billboards, TV series integration, special programs on Fox and Bloomberg with this claim: For the first time we will know the true value of the water. By building our communication in the light of our “Media That Matters” approach, we built a truly trusted (working with the most respectable bank and making a real index calculation), and influential (dominating every single media channel) communication and by encouraging people to calculate their water footprints on campaign website and start saving today, we fulfilled our communication as engaging.

Business Results & Impact (35%)

Finish Water Index has reached 27 million people on TV. The monthly reach is 25 million via the widgets on the news web sites. After its launch the conversation on water scarcity has increased by 121%. Among the people who have seen Finish Water Index, the water consumption has decreased by 9%. The number of visitors of campaign web site yarininsuyu.com (tomorrow’s water) has increased by 600%. The “Top of Mind” (TOM) score of Finish increased by 4 points. Finish overthrew its competitor and became the leader in TOM score. Upon government request the local versions of index are being prepared. USA, Australia and Italy are adopting the index.