Every year thousands of animals are being abandoned on the street in Turkey. Shelters are among the largest refuge areas for those animals. However, most of the animals are perishing as a consequence of lacking home and food support even in the shelters.

We have the highest penetration and our cars can be seen on every street; hence we provided the most suitable environmental solution for stray animals.

Instead of throwing tons of unrecyclable OOH advertising materials in the trash, like other brands, why not reuse them to provide giant homes for stray animals in Bolluca shelters?

We wanted to act as a pioneer brand to raise awareness for stray animals and created an environmental friendly solution. We created a viral video of the whole process and seeded it from owned digital channels in order to encourage community and other brands to act.

The project spread widely on every platform creating a huge buzz. We reached 3,5 million people within a week on Facebook. We received 587,000 views on YouTube. Turkey’s biggest digital media platforms placed our story on their main pages. The viral video was shared on Twitter and Instagram, creating advocates of the initiative from both the consumers and celebrities. Large video platform sites also shared the viral video. Leading news channels broadcast the news of the project. 251K USD worth of estimated free media value was earned with a 4K USD media investment.

Most importantly food support increased enormously, while 24 animals were adopted from the shelter following the campaign.

There was a huge opportunity.

Instead of throwing tons of unrecyclable OOH advertising materials in the trash, like other brands, why not reuse them to provide giant homes for stray animals in Bolluca shelters?

We built giant homes and we created a viral video of all process and seeded it from owned digital channels in order to encourage community and other brands to act.

The project spread widely on every platform creating a huge buzz. We reached 3,5 million people within a week on Facebook. We received 587,000 views on YouTube. Turkey’s biggest digital media platforms placed our story on their main pages. Viral video was shared on Twitter and Instagram, creating advocates of the initiative from both the consumers and celebrities. Large video platform sites also shared the viral video. Leading news channels broadcast the news of the project. 251K USD worth of estimated free media value was earned with a 4K USD media investment.

Most importantly food supports for Bolluca Animal Shelter increased enormously while 24 animals were adopted from the shelter following the campaign. The environmental friendly attribute for FIAT brand increased with positive mentions in all social media channels spreading the movement.