Türkiye İş Bankası A.Ş. - Events & Observances Campaign of the Year
Company: Türkiye İş Bankası A.Ş., Istanbul, Turkey
Company Description: The inception of the country's first truly national bank following the promulgation of the Republic dates back to 26 August 1924, mandated by Atatürk, consequent to the First Economy Congress in İzmir. Isbank begun to operate with two branches and 37 staff under the leadership of Celal Bayar, the first General Manager to run the bank.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Events & Observances
Nomination Title: İşbank's 96th Foundation Anniversary
Specify the date on which this campaign or program was launched:
İşbank's 96th anniversary’s image campaign was aired on digital media, social media and TV between August 26 - September 1, 2020.
İşbank was established as the First National Bank of the Republic of Turkey on August 26, 1924, in accordance with the personal instructions of Gazi Mustafa Kemal Atatürk, the founder of the Republic of Turkey.
Preparing the foundation anniversary campaign of a bank founded by Gazi Mustafa Kemal Atatürk, has a much deeper meaning than an ordinary corporate image campaign. Being aware of our mission and leadership, beyond just celebrating the 96th foundation anniversary of İşbank, we had to ensure that our country looks at the present and the future with hope.
Even though our very foundation anniversary campaign bring out works that reflect our strength, creating a brand new story that will settle in the heart and mind of the audience has been the biggest challenge we have faced. The strategic approach meetings that we held in-house became our most important determinant on the path to the goal. We have not given up on the determination and faith of Turkish people and their hope despite the difficult circumstances. And as a method, we have aimed to convey a message that gives hope to the present, cares about the future, feeding on our history.
To emphasize, as Gazi Mustafa Kemal Atatürk said, that the military victories will only be permanent with economic victories and to strengthen our bond with people from all walks of life, we prepared a commercial film that tells a story which takes place on the "Black Sea Ferry".
The Black Sea Ferry was a steamer that set out in 1926 upon the instructions of Gazi Mustafa Kemal Atatürk to introduce our country's product and knowledge to the world and develop commercial activities. On the Black Sea Ferry, which was prepared as a floating exhibition, there were merchants, artists, intellectuals, and students who were assigned as translators. On the ship, which traveled more than 20 European ports, in 86 days, were delicacies of Anatolia, Turkish works of art, the Presidential Symphony Orchestra, commercial products from different regions as well as a İşbankbranch. Although the trip of the was a commercial activity, Gazi Mustafa Kemal Atatürk personally demanded that there be a bank on the ferry.
In our film, we emphasized that our country has a presence among the countries of the world not only with its military achievements, but also with its commercial and economic strength in accordance with the conditions of the period.
As the “Bank of Turkey”, we have embraced the intelligence, attention and business ethics of our nation as Atatürk expressed at every opportunity. Feeding on the concepts of perseverance and belief; we conveyed the message that those with correct compass will be successful in all circumstances.
Our film was aired on 53 national TV stations and digital platforms. The rate of those who watched the ad at least once was 52%, and access was 9,263,640. The 144-second film, broadcasted for 11 days, achieved 177 GRP.
About our 96th anniversary, 21 full-page advertisements were used in 21 newspapers and 2.090.000 people were reached.
Web sites of TV channels, video networks, video platforms and social media were preferred in digital media between August 26 - September 1, 2020.
The campaign targeting all users between the ages of 18-65, reached 17 million people, instead of estimated 7 million.
The film, which was shared on İşbank's corporate social media accounts, reached a total of 36 million views, 8.3 million page engagement, 2,986 reshares and 2,129 comments.
While the video was watched 100% by 45% of those who did, it was above the averages in similar communications.
Total reach in television, newspapers and digital channels was 21,195,000.
In addition, according to the Future Bright Ad Heat Index analysis, our advertising performance showed a very high performance in many important scores.
Main metrics:
AHI: 37 (Average Value 31)
Branded Relationship: 26 (Average Value 17)
Message Transmission: 95 (Average Value 88)
Motivators:
Portrays the Benefit Well: 40 (Average Value 28)
Replay Motivation: 25 (Average Value 16)
Differentiation: 25 (Average Value 15)
Ad Heat Index - Future Bright, 31 August 2020 - 6 September 2020, n: 99
Television and newspaper data, ADEX
Reach and GRP data in television, TNS
Data on the use of digital media are taken from the panels of the platforms.