Advertiser: SEKERBANK
Agency: CONCEPT
Category: Bars, Restaurants & Stores, etc.
Advertising campaign: SEKERBANK GLOW IN THE DARK BILLBOARDS
Producer: Levent Kostepen (Concept)
Copywriter: Ertug Tugalan (Concept)
Brand Group Director: Arda Gorgun (Concept)
Executive Creative Director: Kerem Ozkut (Concept)
Brand Director: Merve Kervanci (Concept)
Art Director: Namik Ergin (Concept)
Client Brief Or Objective
Brand: Şekerbank is a private bank in Turkey. With its “Community Banking” mission Şekerbank focuses its operations on rural and local development banking services. It’s positioned as the ‘key bank of Turkey’ in the international platform. Şekerbank’s objective: Raise higher awareness of Earth Hour in Istanbul.Target audience: Istanbul residents who may not have heard of Earth Hour at all.Strategy: Demonstrating Earth Hour in places where it’s relatively unknown.Media strategy: Selecting 10 billboards in different popular districts in Istanbul that no lights had been turned off in the previous years of Earth Hour
Execution
Every year Şekerbank supports Earth Hour and turns its own buildings’ lights off in Istanbul. However; its ‘community banking’ mission urged it to do more and reach out to the population in the city that lack awareness just as it reaches out to people who lack banking services in the rural communities. The creative solution is unique in the way that it promotes a ‘no lights’ campaign by using no lights at all. The glowing paint did not only serve for the purpose of the Earth Hour campaign but also attracted attention and helped to raise higher awareness.
Outcome
Thousands of people tweeted about Earth Hour with #lightenupfornature.#lightenupthenature became the trend topic of the dayOur billboards were mentioned in national press and became a news topic.In short; we generated huge PR and media coverage.
Implementation
Desired response: Surprise: “How come I never heard of Earth Hour before?”Action: “I should let others know about this”Creative solution: Making billboards glow in the dark by applying a glowing paint. Turning off the lights of the billboards during Earth Hour but still delivering our message in the darkness.