MY HOME IS YOUR HOME by Markom/Leo Burnett Istanbul for Bgd Foundation

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MY HOME IS YOUR HOME

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Industry Charities, Foundations, Volunteers
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
Art Director Atilla Karabay
Copywriter Ilkay Yildiz
Released April 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: BGD STRAY ANIMAL FOUNDATION
Product/Service: STRAY ANIMAL RESCUE
Agency: LEO BURNETT ISTANBUL
Date of First Appearance: Apr 20 2010 12:00AM
Entrant Company: LEO BURNETT ISTANBUL, TURKEY
Executive Creative Director: Yaşar Akbaş (Leo Burnett Istanbul)
Creative Director: İdil Akoğlu (Leo Burnett Istanbul)
Copywriter: İlkay Yıldız (Leo Burnett Istanbul)
Art Director: Atilla Karabay (Leo Burnett Istanbul)
Media placement: Window Display - Real Estate Agency - 20 April 2010

Results and Effectiveness
The implementation has increased attention to Stray Animals Foundation and ads placed in real estate shop windows aroused great interest.

Creative Execution
In Turkey it is quite common that real estate offices display their ads on shop windows. We used real estate offices as a medium to reach future house owners and renters who are also potential pet owners. Simple poster formats were created for real estate offices for rentals and sales with dog pictures selected from BGD shelters. Real estate agents only fill out information about houses. If someone wants to rent or buy the house with the dog, Stray Animals Foundation sends the pet to the client. No other channels used.

Insights, Strategy & the Idea
BGD (Stray Animals Foundation) is a non-profit organisation providing shelters and medical care for homeless animals. BGD aims to lead people to adopt pets from shelters not from pet shops in order to create more space for more stray animals in shelters. Our target audience is potential house owners/renters who are also pet lovers. Renting or buying a new house is starting a new life with fresh choices and decisions. We aim to catch our target group’s attention in the moment of truth in which they are about to begin a new life in their new homes. BGD has been working to save animals from streets and provide them real homes with real owners in which they can live with care and love.