We had a 45 seconds of manifesto TVC explaining how disconnected we were and how we forgot about the quality connections. Even if we have aired it on the same time in all TV channels, this would still be a TVC and people would watch it as another brand campaign talking about any social fact. People had to be surprised and shocked because we wanted them to talk about this very fact they see on the screen.

This is how we ended up with silencing the most important screen in Turkey during 5 minutes on prime time. 98.7% of the Turkish population watch TV with a daily average time spent of 6.2 hours.

On prime time of January 7th, a TV roadblock of 5 minutes across the 17 largest national channels was aired. This was designed to show the brand's sincerity, and also to directly stimulate conversation around a cup of tea. The 'silent prime time' was our conversational fire-starter and all the agencies were together that night to talke all necessary agile actions. We have aired our copy on digital channels along with the TV. We planned silence of influencers on social media. All Turkey saw our OOH and print ads the very next morning all around Turkey and listened to DJ talks with the #timetotalk theme.

The TV roadblock execution and the persuasion of the channels was the real challenge. No channel was willing to close an adbreak for a single brand who only promised silence; because they were concerned about a possible decline in the adbreak and programme performance.

On the 7th of January, we created awareness around our hectic lives and being disconnected from each other. In one night, we reached 13 million people, #timetotalk became organic trend topic in 15 minutes, generated 300 million impressions. #timetotalk hashtag became a major social media discussion topic and also featured in news, editorials, and talk shows. We managed a successfull buying strategty, first by convincing the channels to create 5 minutes adbreaks. We have created 7% saving in the silent prime time adbreak buying.

Politicians, journalists and bloggers joined the conversation about how disconnected we are and how we forgot about the beauty of the quality connections. Sentiment analysis around the campaign showed that only 2% of the reactions were negative. Finally Lipton's brand image scores rose 5 points to its highest ever level and, for the first time, Lipton's brand image scores were higher than the market leader's scores.