| Title | WATER FOR TOMORROW |
| Brand | RECKITT-FINISH |
| Product/Service | DISHWASHER DETERGENT |
| Category |
D01. Strategic Transformation |
|
Entrant
|
HAVAS TURKEY Istanbul, TURKEY
|
|
Idea Creation
|
HAVAS TURKEY Istanbul, TURKEY
|
|
PR
|
CORA COMMUNICATIONS İstanbul, TURKEY
|
|
Production
|
DEPO FILM ISTANBUL, TURKEY
|
|
Production 2
|
SHORTCUT Istanbul, TURKEY
|
|
Production 3
|
MENTAL FILM Istanbul, TURKEY
|
|
Additional Company
|
CIRCUS Istanbul, TURKEY
|
|
Additional Company 2
|
CONTENTINE Istanbul, TURKEY
|
|
Additional Company 3
|
PUNCHBBDO İstanbul, TURKEY
|
|
Additional Company 4
|
3K1A MUSIC Istanbul, TURKEY
|
|
Additional Company 5
|
BRANDIT Istanbul, TURKEY
|
Credits
| 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 |
| Anıl Süleyman Çınar |
Havas Turkey |
Copywriter |
| Sezgin Bulut |
Havas Turkey |
Art Director |
| Ozan Yücekuş |
Havas Turkey |
Copywriter |
| Dilara Tuncer |
Havas Turkey |
Art Director |
| Ekrem Ertürk Düzel |
Havas Turkey |
Art Director |
| Melike Erdemir |
Havas Turkey |
Graphic Designer |
| Gözde Bilir |
Havas Turkey |
Agency Producer |
| İrem Akalın |
Havas Turkey |
Agency Producer |
| İrem Kara |
Havas Turkey |
Account Supervisor |
| Hare Lilya Ganiç |
Havas Turkey |
Account Supervisor |
| Asya Biçer |
Havas Turkey |
Account Executive |
| Doğuş Savu |
Havas Turkey |
Account Executive |
| İrem Pusal |
Havas Turkey |
Account Executive |
| Lyvia Kuyumcuoğlu |
Havas Turkey |
Account Executive |
| Ayça Çınar |
Havas Turkey |
Strategic Planning |
| Ulaş Olkun |
Havas Turkey |
Digital Stratejist |
| Yasemin Küçük |
Havas Turkey |
Digital Content Writer |
| Ahmet Erkul |
Havas Turkey |
Graphic Motion Designer |
| Serpil Şahin |
Havas Turkey |
Social Media Team |
| Ece Özmet İşsever |
Havas Turkey |
Social Media Team |
| Elif Deniz Yalçın |
Havas Turkey |
Social Media Team |
| 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 |
| Onur Güner |
Havas Turkey |
Media Planning and Buying |
| Samet Dalga |
Havas Turkey |
Media Planning and Buying |
| Ülkü Şimşek |
Havas Turkey |
Media Planning and Buying |
| Zeynep Satış |
Havas Turkey |
Digital Media Director |
| Ege Esen |
Havas Turkey |
Digital Media Manager |
| Gaye Bilgin Özdoğan |
Havas Turkey |
Digital Media Manager |
| Aybüke Başünal |
Havas Turkey |
Senior Performance Marketing Executive |
| Beyza Alçiçek |
Havas Turkey |
Senior Performance Marketing Executive |
| Ödül Özlü |
Havas Turkey |
Business Development Director |
| Zihni Başsaray |
Havas Turkey |
Digital Group Head |
| Berk Yılmaz |
Havas Turkey |
Client Services Director |
| Sıla Salgın |
Havas Turkey |
Agency Producer |
Why is this work relevant for Creative Strategy?
UN report showed Turkey may become water poor by 2030. The problem was vital for both humanity and our brand. So we needed a new positioning and a sustainable strategy for upcoming years. We repositioned our detergent as an enabler of water preservation and our brand as a spokesperson of the water issue thanks to research showing that pre rinsing the dishes causes 57 of water to be wasted for every wash. We started a movement: “Water For Tomorrow”. It led significant increase in sales and brand image metrics.
Background
According to the United Nations report, Turkey was at risk of becoming water poor in 2030. And researches showed that 50% of the people in Turkey were wasting 57 liters of water in each wash by pre rinsing the dishes. What we need was a communication idea that reveals Turkey's water situation, leads to water preservation, changes the consumer's behavior by influencing them with the superiority of our products and increases the preference rate of the brand.
Interpretation (30% of vote)
UN report showed Turkey may become water poor by 2030. It was obvious if there won’t be water, there won’t be water to wash the dishes as well. The problem was vital for both humanity and our brand. But people wasn't aware of the problem even though the danger is near. It was a necessity to raise awareness and make them act responsibly. Meantime, our main competitor was ahead of us in TOM, Brand I Love and market share scores. They were disrupting the category through a local communication strategy, offering a world built on Turkish women's cleaning sensitivities. It was an obligation to change our strategy and find a new value that goes beyond functional superiorities to our brand for both getting ahead of our main competitor and creating a sustainable path of communication.
Insight / Breakthrough Thinking (30% of vote)
As we were working on repositioning our brand in that perspective, we came up with data to reshape everything we have: pre rinsing the dishes causes 57 Litres of water to be wasted for every wash. (The daily amount of water spent by pre rinsing in Turkey was over 130 million tons which makes a medium-sized lake) Based on this data, which bounds functional and purposeful communication together, we repositioned our detergent as an enabler of water preservation and our brand as a spokesperson of the water issue. We started a movement called “Water For Tomorrow” aimed to stop pre rinsing in households, gain market share and leave a future full of water to the next generations. It had been almost impossible to create a behavioral change through functional communication, but our new data-driven purpose strategy was strong enough to strike our target audience to move and change their preferences.
Creative Idea (20% of vote)
The idea was creating a movement on water preservation, putting everything we do under that movement and communicating through that movement in both conventional and unconventional channels.
The first step of our movement, Water For Tomorrow, was taken at the Uludağ Economy Summit (Turkey’s Davos) in 2019 with The Glasses of Drought. It continued with the “Promise” commercial film. With 25 Litres and Our Connection to Water docu-drama movies, Water For Tomorrow movement got beyond advertisements and borders. Celebrities from different professions became our ambassadors. The Finish Water Index showed everyone the true value of water. As a result of our efforts, Kuyucuk Lake has come back to life.
Outcome / Results (20% of vote)
- 6 million households stopped prerinsing.
- 24 million tons of water is saved.
- Between 2019-2021, our market penetration increased from 43.3 to 49.4.
- Our Frequent Buying Score has increased from 39 to 44. (our closest competitor’s is 35)
- Between 2019-2021, our TOM values increased from 39 to 43.
- The First Brand That Comes To Mind On Water Preservation is Finish with 43%.
- 40% of Kuyucuk Lake is waterlogged.
- Our Purchase Score for the last 3 months has increased from 52 to 67. (our closest competitor’s is 35)