| Title | OUR CONNECTION TO WATER |
| Brand | RECKITT-FINISH |
| Product/Service | DISHWASHER DETERGENT |
| Category |
B04. Content Creation & Production |
|
Entrant
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HAVAS TURKEY Istanbul, TURKEY
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Idea Creation
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HAVAS TURKEY Istanbul, TURKEY
|
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Media Placement
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THE WALT DISNEY COMPANY/ FOX TURKEY Istanbul, TURKEY
|
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PR
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CORA COMMUNICATIONS İstanbul, TURKEY
|
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Production
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OFF THE FENCE Amsterdam, THE NETHERLANDS
|
|
Production 2
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NATIONAL GEOGRAPHIC Istanbul, TURKEY
|
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Additional Company
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CIRCUS Istanbul, TURKEY
|
|
Additional Company 2
|
CONTENTINE Istanbul, TURKEY
|
|
Additional Company 3
|
PUNCHBBDO İstanbul, TURKEY
|
Credits
| Ergin Binyıldız |
Havas Turkey |
CCO |
| Volkan Dalkılıç |
Havas Turkey |
ECD |
| Serhan Koçak |
Havas Turkey |
Creative Group Head |
| Anıl Süleyman Çınar |
Havas Turkey |
Copywriter |
| Ozan Yücekuş |
Havas Turkey |
Copywriter |
| Sezgin Bulut |
Havas Turkey |
Art Director |
| Dilara Tuncer |
Havas Turkey |
Art Director |
| Zihni Başsaray |
Havas Turkey |
Digital Creative Director |
| Sıla Salgın |
Havas Turkey |
Agency Producer |
| Gözde Bilir |
Havas Turkey |
Agency Producer |
| İrem Kara |
Havas Turkey |
Account Supervisor |
| Asya Biçer |
Havas Turkey |
Account Executive |
| 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 |
| Zeynep Satış |
Havas Turkey |
Digital Media Director |
| Ece Olcaycan |
Havas Turkey |
Digital Media Manager |
| Aybüke Başünal |
Havas Turkey |
Digital Media Performance Specialist |
| Gaye Bilgin Özdoğan |
Havas Turkey |
Performance Marketing Manager |
| Zubeyr Topçu |
Havas Turkey |
Operation Executive & Digital Planner |
| Ödül Özlü |
Havas Turkey |
Business Development Director |
| Berk Yılmaz |
Havas Turkey |
Client Services Director |
| Onur Güner |
Havas Turkey |
Media Planning and Buying |
| Samet Dalga |
Havas Turkey |
Media Planning and Buying |
Why is this work relevant for PR?
Our brand purpose is starting a movement on water preservation and leaving the water for tomorrow to the generations of tomorrow. Even though our detergent has the ability to clear dishes without prerinsing, starting and growing a movement takes more than product development and advertising. That’s why we’ve started shooting documentaries on water consumption. “Our Connection to Water” is the second semi-scripted documentary of ours. Its aim isn’t gaining market share but it promotes the brand image, gains audience, raises awareness and creates a conversation around our brand purpose; which are the main goals of public relations.
Background
The impending water crisis started to show its signs in the biggest metropoles of the world and experts mentioned that our time is running out. According to the United Nations report, approximately 50% of the world will face severe water shortage by 2030. In order to mobilize people, it was necessary to do more than advertisements. We must confront them with the facts and mobilize them immediately.
Describe the creative idea (20% of vote)
The idea is creating a semi-scripted documentary to put that water shortages won't be a problem of just rural areas or some people from the other side of the world. The aim of the documentary is to ensure that the residents of metropoles own the problem too. So we started everything by showing the water shortages in Istanbul, Cape Town and London which are the biggest metropoles of the world. Contrary to the usual documentaries, we featured 3 activists from the generation Z in our documentary to listen their ideas that will change the future. We experienced the changes we can bring to our lives with Mert Fırat (A Turkish famous actor). To create an emotional bond, we called out to our audience with the story of a little girl from a future without water. All those efforts created the second semi-scripted documentary of ours: Our Connection to Water.
Describe the PR strategy (30% of vote)
Informing people with data was not enough to motivate them. However, a purely imaginary communication could not reflect the reality either. We’ve chosen the semi-scripted documentary style as the best method to inform people and build emotional motivation. With “25 Litres”, Turkey's most watched documentary, we showed the danger waiting for us and the difficulty of a day spent with 25 litres. Now was the time to talk about what we can do today for a future full of water as residents of metropoles.
Describe the PR execution (20% of vote)
Our semi-scripted documentary was broadcast on National Geographic on March 22, which is the World Water Day. However, our topic concerns everyone. Our goal was to deliver our message beyond the documentary audience. For this purpose, we came together with Fox Turkey. On March 25, we made an integration for our documentary in the Miracle Doctor (one of the most watched TV series of Turkey) and broadcast our documentary on Fox Turkey until June 5 to reach national audiences. Our documentary was broadcast in 3 countries and managed to create an impact beyond Turkey.
List the results (30% of vote)
- We got a total reach of 21 million.
• 2.358.000 reach is achieved via digital channels.
• 14.500.000 reach is achieved via National Geographic and WILD broadcasts.
• 3.800.000 reach is achieved via Fox Turkey broadcast.
- Our Connection to Water was aired in 3 countries. It is planned to be aired in 8 more countries.