Private Pension System: Give 100 TL Get 125 TL Back by Markom/Leo Burnett Istanbul for Private Pension System

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Private Pension System: Give 100 TL Get 125 TL Back

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Industry Banking & Financial Services
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Turkey
Agency Markom/Leo Burnett Istanbul
Released January 2011

Awards

Golden Drum 2011
Public relations Public engagement & participation Silver Drum

Credits & Description

Product and services category:
Insurance
Registrant:
LEO BURNETT - ISTANBUL
Country:
TURKEY
Brand name:
Private Pension System
Advertiser:
Private Pension System
Advertising agency, city:
Leo Burnett Istanbul, Istanbul
Art director:
Erkan Kaya
Copywriter:
Selva Bayyurt
Creative director:
Executive creative director Yasar Akbas, creative director Idil Akoglu Ergulen
Project manager:
Nejdet Sayin
Creative idea explanation:
The objective of this campaign is to increase the number of participants who use the tax incentive advantage since only 40 % of the people who are already in the system are claiming their tax incentive while 60 % don't. In order to draw attention and provide the advantage of this situation we created a campaign. The project's brand had been kept secret till the end of the project. The campaign consisted of three phases. First, teaser went out on social media and the no name invitation was sent to publications. Second, the action was realized on public areas. The last one was press conference. Totally 68 news were published both print media and TV channels, google results: 4.650.000, facebook page: 14.228 people like, the video was transmitted to 5.181.703 people, thanks to this, the video was followed 42.070.027 times.