2019 Winners & Shortlists

GARANTI PENSION - PISA

Short List
BrandGARANTI PENSION
Product/ServicePENSION
EntrantPUNCH BBDO Istanbul, TURKEY
CategoryBrand / Product Video
Idea Creation PUNCH Istanbul, TURKEY
Idea Creation 2 IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Production KRAKEN ISTANBUL, TURKEY

Background.

To reach out the target audience whom lives day by day without ever thinking about the retirement plans. Also to tell the audience about Garanti Retirement plans and make them aware about the product and its category.

Describe the creative idea.

A private pension fund, life insurance, hobby clubs... Garanti Pension wanted to incorporate its various products with a strong and unique visual language, binding them together in a seamless way. With its ever so expanding popularity in cinema, we thought of using a green-screen as a blank canvas and visualized the "what ifs" with a VFX breakdown-like effect. This way we established a world where we could navigate from scene to scene in an effortless fashion, using the corporate color green as background.

Describe the strategy.

As our target audience was in “I’ll think about it on another time” state of mind, we decided to materialize the retirement plans and visualize the possible outcomes from those decisions.

Describe the execution.

We thought of using a green-screen as a blank canvas and visualized the "what ifs" with a VFX breakdown-like effect.

List the results.

YouTube views has reached to 4.338.457. The “Trueview” on YouTube was %28 for this industry, ours was %52. The brand gained attention 4 times more than usual. The application rate for the product raised %50 more.

Credits

Name Company Role
Ali Musa Paca Punch BBDO Chief Creative Officer
Mert Senturk Punch BBDO Creative Director
Koray Ozturk Punch BBDO Vice President
Asli Filis Punch BBDO Art Director
Mehmet Güven Punch BBBO Copywriter
Paul Shearer Impact BBDO Chief Creative Officer
Links
Video URL