In the dish washing detergents category, the target audience's number one purchase reason has been product performance for years. As the category leader, Finish used to set these standards with its high-performance products. While the brand focused on functional benefit communication, the emotional bond for the brand was being eroded day by day. Simultaneously, as a result of all competition focusing on the performance claim in communication, this claim became generic.

On top of that, number one competitor of Finish who had been rapidly gaining power, set off on a deeper bond with the localization strategy. Unfortunately, this situation led Finish to lose its leadership in consumer perception against its closest competitor.

The brand had to sit on the leaderboard again in the hearts of the target audience. So, we needed a communication that focuses not only on functional benefit but also on emotional benefit.

We decided to use Bahar, the lead character of the TV series… a character that Turkish women can identify with and is really fond of her. We positioned Finish as a brand that supports women, recognizes them, values them and tries to make their lives easier, thus closing the emotional gap between us and the target audience by going beyond performance communication.

85% of Turkey population spend 350 minutes watching TVC per day. TV series are the most consumed TV content both by the Turkish society and our target audience in particular. “Kadin” (Woman) is one of the most popular TV series among them.

Instead of creating a usual ad we used a product integration and built the script around our purpose for the brand to have license to be in the show. By that way we could create a PR value that an ordinary ad couldn’t.

The main character of the series “Bahar” is really poor, and she didn’t even have a dishwasher. We thought this might be a good opportunity for Finish to get involved. But our golden rule was to respect the original content and be as native as possible and make sure that our presence as the brand did not ruin the target audience’s favorite show for them.

On November 13, a week before the TV integration, brand-free communication was launched with three influencers. Influencer's tweets are broadcasted as TV band in real-time. One of the influencers tweeted that the main character Bahar needs a dishwasher. We also answered this tweet as Finish, and we announced that we had a surprise for Bahar on Twitter and TV band.

On November 20, a dishwasher was given as a gift to Bahar by her stepfather. Our integration became online just after that scene. In the ad, we see her smiling for the first time because she could have time for herself instead of washing the dishes. At the end of the ad VO says “All we want is to put a smile on your face. Turkey’s number one”

After the integration, we thanked the stepfather from the Finish accounts and this tweet went online as TV band in that episode.

• 43% increase in Finish Quantum sales. That way we could maintain market leadership.

• 8% increase in top of mind brand awareness

• %10 increase in the ‘brand I love the most’ score in dishwashing detergent category.

• The closeness to the brand score increased 11% among Finish users

• ‘Is a brand that fits my lifestyle’ scores increased %8 among users of the main competitor.

• ‘Value for money’ score increased by 10%

• 66% of the people who watch the ‘Kadin’ series believe that Finish is a brand that makes women’s lives easier.

• 74% of the people who watch the ‘Kadin’ series believe that Finish is a brand that values women.