Private Pension System Promo, Case study GIVE 100 TL GET 125 TL BACK by Markom/Leo Burnett Istanbul

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GIVE 100 TL GET 125 TL BACK

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Industry Insurance
Media Promo & PR, Case study
Market Turkey
Agency Markom/Leo Burnett Istanbul
Executive Creative Director Yasar Akbas A Man Wakes Up In The
Creative Director Idil Akoglu Ergulen
Art Director Erkan Kaya
Copywriter Selva Bayyurt
Released October 2010

Credits & Description

Category: Financial Services, incl. Investor Relations and Corporate Finance
Advertiser: PRIVATE PENSION SYSTEM
Product/Service: INSURANCE
Executive Creative Director: Yasar Akbas (Leo Burnett Istanbul)
Creative Director: Idil Akoglu Ergulen (Leo Burnett Istanbul)
Art Director: Erkan Kaya (Leo Burnett Istanbul)
Copywriter: Selva Bayyurt (Leo Burnett Istanbul)
Head Of Strategy: Emel Goker (Leo Burnett Istanbul)
Strategic Planning Director: Ozgun Ozkalay (Leo Burnett Istanbul)
General Manager: Nejdet Sayin (Arc Istanbul)
Media placement: Press Release - Sabah - 29 October 2010
Media placement: TV Release - Kanal Turk, TGRT, Show TV, Cine 5, Flash, Kanal D, NTV - 30 October 2010
Media placement: TV Release - TGRT, TV 8, 6 News - 31 October 2010
Media placement: Press Release - Sabah, Vatan, Yeni Safak, Haberturk - 31 October 2010
Media placement: Press Release - Istanbul Ekonomi, Sok - 01 November 2010
Media placement: Press Release - Haberturk, Milliyet, Istanbul Son An - 02 November 2010
Media placement: TV Release - CNBC-E, ATV, Bugun, Haber 24, Kanal 7, Skyturk, Ulke TV - 02 November 2010
Media placement: TV Release - ATV, Kanal Turk, TV 8 - 03 November 2010
Media placement: TVC - ATV, Show TV, Kanal D, Star, Fox, CNN Turk, Dizimax, Dizimax More, Turkmax, MMaxPremier I, Etc. - 09 November 2010
Media placement: Press Release - Media Cat - 01 December

Summary of the Campaign
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.

The Situation
People do not know enough about Private Pension System; how this system is the most profitable form of investment and what "high tax advantage" is. Only 40% of the people who are already in the system claim their tax advantages while 60% do not.

The Goal
In Turkey, the private pension system is intended to complement the mandatory social security scheme and aimed to increase the level of earnings during retirement.

To encourage membership, the Turkish government has granted highly attractive tax incentives which are approximately 25%.

The objective of the campaign is to increase the number of participants who use this advantage since only 40% of the people who are already in the system are claiming their tax incentive, while 60% don’t.

The Strategy
We wanted to create a teaser campaign to attract attention and to reach as many people as we can. So we tried to make people curious about the campaign in order to make them more attentive about the situation. We released the campaign on 7th anniversary of the Private Pension System.

Execution
The campaign included 3 phases:

- The first phase was implementing a teaser campaign. We teased the event via the viral video for 7 days. There was a "mystery man" saying that he will give extra 25TL to people who show their 100TL. The teaser was shared via a created website, Facebook and Twitter accounts.

- The second phase was preparing a branded area where the mystery man came in an armoured vehicle. He delivered 125TL to people who brought 100TL and then collected their ID numbers.

- The last phase was to announce the project. A press conference was organised for the 7th anniversary. The stage of the conference was branded with both Private Pension System's and the project's logos. The conference started with the teaser of the project. Then the mystery man came and talked about the project.

Documented Results
- 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.