Finish historically focused of product performance in communication, however to keep our position as the leader in the market, we needed a communication that had the power to create an emotional bond. We tied the brand’s core value “brightness” to the purpose of the brand and came up with the concept of a “brighter future”.

According to research we did, the meaning of a brighter future for our target audience is a life better than their own for their children. But actually, a worse future is on the horizon for their children. If we continue to consume this much water, the resources are in danger of depletion in 10 years. Unfortunately, when the Turkish consumer is informed about this fact, they have difficulty taking it seriously.

Believing in our perfect product performance, we decided to ask our target audience not to pre-rinse and thus save 57lt of water in every washing for their children for a brighter feature. But that was simply not enough for the target audience who do not take the water shortage problem seriously.

Any claim made on this issue needs to be backed by a reliable authority. That is why we chose to cooperate with National Geographic. The end result was a documentary underlining the scientific truths based on what has been happening in South Africa accompanied by a fictitious water scarcity scenario in 2030 Istanbul.

With the synchronized narration of these two-stories, we wanted to highlight the scientific facts and challenge the perception of “it never happens to me” in this county.

We also used two celebrities to enlarge the reach effect of the documentary.

Turkey is a country surrounded by seas on three sides and experiencing all four seasons. When this is the case, it’s unimageable for a target audience that the water resources are running out.

To increase the awareness and credibility of ‘water resources are in danger’ message, we needed the help of a reliable authority and more reliable content than ordinary advertising to support our core communication message which is ‘If we continue to consume water this way, the resources are in danger of extinction’. We chose to work with one of the most credible authorities for sustainability, National Geographic and cooperate with them to create non-commercial content.

National Geographic would not enough to reach the mass audience and create awareness about this serious fact. So, we partnered with one of the most seen TV channels FOX TV. And broadcasted the documentary on it on prime time.

1 million dollars earned media.