Ziraat Bank - Marketing Campaign of the Year - Financial Products & Services

Company: Ziraat Bank, Ankara, Turkey
Company Description: Ziraat Bank which is the oldest and powerful bank of Turkey since 1863.Ziraat Bank, which is one of the cornerstones of the sector with its strong financial structure and immense experience, has transferred funds to all sections of the economy, one of the biggest supporters for the country's development. Our Bank has been rewarded many national & international awards in Banking sector
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Financial Products & Services

Nomination Title: Ziraat Bank Corporate Image Campaign

Specify the date on which this campaign or program was launched: 31.12.2020

https://www.youtube.com/watch?v=fPiwmoxa0QE;

Supporting the economy for 157 years and serving people from all walks of life throughout Turkey, Ziraat Bank was truly Turkey's bank. As in the rest of the world, many sectors in Turkey have felt this effect in economic terms. Ziraat Bank has shown why it is more than a bank, with its pandemic support products and its services in line with digitalization investments in this difficult period.

Anniversary communication was the image communication that Ziraat Bank, the oldest and largest bank in Turkey, has made a tradition. The brief of the corporate image campaign, published in the last quarter of each year, was the same for seven years: It would explain why it was "more than a bank", thus reminding that "it has done more than expected from a bank for years to serve everyone and develop the country". The 155th Anniversary (Nostalgia) advertisement in 2018 had a big impact. With this communication, it was aimed to improve the morale of the Turkish people and the message was successfully delivered. The role played by the 157th anniversary communication was even greater. Ziraat Bank should embrace every segment of Turkey and give hope and morale in a period of uncertainty, despair and negative effects created by the pandemic. It was decided to make this year-specific anniversary communication on the last day of 2020 instead of 17 November, the real anniversary of the bank. A difficult year was coming to an end, new hopes were growing more with a new year.

Kemal Sunal was a great actor that everyone in the country agreed on and laughed at without exception. When that value invited us to stop fighting and laugh, we would listen.

Kemal Sunal should have invited us to laugh in the commercial and remind us of the values ​​that made us who we are, our family, loved ones and our country, by leaving this meaningless fight. As we said in the last sentence of our script, we should have done such things nationally that we should always remember with love what we made us smile. Because it was possible to be unforgettable only by doing unforgettable things. Just like Kemal Sunal. Just like Ziraat bank has been trying to do for 157 years.

In order to realize this idea, we applied "Deepfake technology" in practice very first time in an advertisement. The image and voice of Kemal Sunal, the laughing man of the great actor Turkey, was prepared using deep learning and artificial intelligence technologies. The films of Kemal Sunal were watched from the archive of about 200 hours from the preparation stage of the film. Speech patterns suitable for the flow of the commercial film were determined from each film, and the way these films could be used in the flow of the film was technically tested.

The film aired on December 31 and received 1,401 GRP. Achieved 33% SOV and 28% SOS when compared to other bank anniversary ads. The commercial brought 7,390,715 new users to the bank's website. According to the research; It became the leader in all criteria that affect bank preferences, and compared to the previous film, WOM, positive opinion, replay and interest raising criteria were significantly increased. The film had 100% organic views on Youtube, was watched 431.503 times, received 11.354 likes and reached 96.8% likes. 3.3 Mn people have been reached on Facebook. 10% of these people are organic. 37,775 likes, 1,073 comments, 2,202 shares were made. # IGTV Video has been viewed 245,033 times 100% organic. It received 13,790 likes. 442.7 B views on Twitter, 542 Retweets, 543 Quote Tweets, 2.398 Likes were obtained. In summary, communication has drew attention to our common value and ability to smile. Thanks to the deepfake technology, he won the hearts by using Kemal Sunal, who passed away but always remembered, and raised his image in accordance with the criteria suitable for his unifying mission.