Title | WATER INDEX |
Brand | RECKITT-FINISH |
Product/Service | DISHWASHER DETERGENT |
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
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 Integrated?
It 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. We built a communication around Turkey’s water. In the third year of the campaign we owned a whole new medium never used before, a real index to deliver our message. Like McLuhan said, medium became the message to say “water is the most valuable source in contrary to gold or dollar”. We targeted almost every person who is over 18 and encouraged them to calculate water their footprints.
Background
According to the UN reports Turkey will be a water poor country by 2030. Yet, people waste 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.
Describe the creative idea
In our third year of water preservation campaign, we wanted to put water saving on every single person’s agenda.
Water is the most undervalued resource. Currencies, stocks and oil is nothing compared to the value of a water. And until now, there was no attempt to show water’s true value.
With the help of the well-respected Turkish Industrial and Development Bank (TSKB) we created an index which shows the value of water: Finish Water Index.
Reserves, forecasts, industrial, agricultural and domestic consumption all go into a weekly computed formula. The figure quantifies water availability (and thus its value) on a scale where below 70 is drought and above 130 is abundance. The index was inserted into every medium where the values of financial assets are demonstrated daily.
Describe the strategy
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.
Describe the execution
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.
List the results
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.