Cannes Lions

INSURANCE

LEO BURNETT ISTANBUL, Istanbul / PRIVATE PENSION SYSTEM / 2011

Awards:

2 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

The campaign’s "125 TL Back to every 100 TL" aims to attract people’s attention on Private Pension System’s high tax advantage; explaining how this system is the most profitable investment and encouraging Private Pension System’s members to use the tax advantages. Only 40% of people who are already in the system are claiming their tax advantages while 60% are not.

In order to draw attention and to provide the advantage of this situation we created a campaign. The project’s brand had been kept a secret until the end of the project. The campaign consisted of 3 phases. First; a teaser went out to social media and the no name invitation was sent to publications. Second; the action was released on public areas. The last being a press conference.

In total, the campaign was covered in printed media and TV channels 68 times. Google Results: 4,650,000, Facebook Page: 14,228 likes, the video was transmitted to 5,181,703 people, thanks to this; the video was followed 42,070,027 times.

Execution

An average participant receives 25% of his monthly savings as tax incentive. This means people receive 25 liras tax incentive for every 100 liras they invest into the system. Doing this simple math, we decided that the best way to convince people to this advantage is actually letting people experience it for real.

We created a Mysterious Man who claims to give 125 liras to everyone who brings him 100 liras. He invited everyone to his event and distributed 25 extra liras to thousands of people who queued up in front of his armoured vehicle.The campaign consisted of 3 phases. First, teaser went out on social media. Second; the action was realized on public areas. Third was press conference. 68 news were published both print media and TV channels, Google Results: 4,650,000, Facebook: 14,228 people liked, the video was transmitted to 5,181,703 people; the video was followed 42,070,027 times.

Outcome

- 4,650,000 people searched the campaign via Google.- 29,783 people visited the website of the campaign.- 14,228 likes on Facebook page.

- A teaser video was transmitted to 5,181,703 people, thanks to this; the video was followed 42,070,027 times.

- 291,038 people shared the video, thanks to this the video has increased to 2,345,711 as viral.

- 13,197 people liked the video and the video was seen 211,707 times.

- 65,875 people were directed to "125 TL back to every 100 TL" Facebook page via video.- The act created TV coverage with the advertising equivalent of 65,459,724 Euros and the press coverage with the advertising equivalent of 211,621 Euros. - The campaign reached 18,000,000 people in total, which 13 companies could not do separately for 7 years, The Mysterious Man succeeded by himself and created an unforeseen awareness of tax incentive by handing out a very small amount as 12,500 Euros.

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