Fountains (aka hayrats) have been the symbol of wealth and thankfulness for life since the Ottoman times. Wealthy pashas and even sultans have built hayrats on behalf of their names. But today, most of them have dried up. Now, they are the clearest evidence of drought.

We identified more than 300 hayrats which are placed in crowded streets or squares in 32 cities. Then we attached ibeacons on these hayrats to send notification to the people who has just passed by these hayrats.
We sent customized notifications to every passerby from any hayrat. In these notifications, we talked on behalf of that hayrat. We led them to an informative video about hayrats and impending drought.

Turkish economy is not promising. The most popular investment choice in Turkey is buying and selling foreign currencies or golds. The daily value of Dollar, Euro and gold is in everybody’s radar.
In our third year of water preservation campaign, we want to put water into 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 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 regularly computed formula. The index is now 86, which is just above the critical value 70. Below 70 is water poor. Above 100 is plenty. As the index takes its place in our lives, we will understand the value of water better.

Turkey is on the verge of being water poor. If we do not start saving today, we will have to live with 25 liters of water daily. 25 liters is the minimum limit stipulated by the World Health Organization in order to provide basic needs.

Turkish people love dramas, but do not like documentaries that much. What if we combine these two and make Turkey’s first docu-drama in which a celebrity activist is looking for solutions and in an interlaced story a woman is trying to live with 25 liters of water in future of Istanbul.

Finish has been loosing ground to its number one rival, two years in a row. And not just only in the sales, but also in the mind and heart of the consumers.

Instead of integrating the product, we integrated a smile into the most watched Turkish TV series “Kadın”.

Turkey is on the verge of being water poor in 11 years. However, we waste million tons of water in our unnecessary habits like pre-rinsing. Every time we pre-rinse, 57 liters of water is wasted.

To make people aware of this fact and change their behavior, we created an integrated campaign which includes Turkey’s first docu-drama 25 Liters, a TV commercial, a web site in which one can easily calculate his/her water footprint and a challenge on the basis of shrinking water bill by saving.

RETAIL – GOLD EFFIE

RETAIL – SILVER EFFIE

Although Migros private label products are cheaper than all its competitors, they are not perceived as cheap among customers.

To show that Migros private label products are high quality and have low prices, we created “the products that don’t like their prices” campaign.

Those products are so high quality that they are rebelling against their low prices. They claim that they don’t deserve to be so cheap.

RETAIL – SILVER EFFIE