Company: Hayat Kimya, Istanbul, Türkiye
Nomination Submitted by: Communication Partner
Company Description: Hayat Holding, whose foundations were laid in 1937, is a global player today with its 67 companies operating in different industries, including Hayat in the fast moving consumer goods sector, Kastamonu Entegre in the wood-based panel sector, and Limaş in the port management sector, with a workforce of over 17,000 people.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Sponsorship
 Nomination Title: Bingo Sponsor of Pure Emotions
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
February, 2024
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 234 words used.
Bingo struggles to hold on as a local brand in the home care market dominated by global brands, against global giant brands that make large marketing investments.
On the other hand, Türkiye Women's National Volleyball Team, with its performance in the international arena in recent years, has ensured Türkiye's recognition in the volleyball world, and continues to increase Türkiye's interest in sports with its success and determination, and strengthens the respect for female athletes. All players of the team stand out as role models for both women and young people.
At this point, there are important similarities between Bingo and the Team. This duo, who are combative, in global competition and proudly representing Turkey, come together under the slogan of "Sponsor of Pure Emotions". Bingo, which has made it its mission to understand and glorify women, its main target audience in Türkiye and around the world, since the day it was founded, this time stands by its target audience by assuming the official sponsorship of the Women's National Volleyball Team. This also stands out as it is Hayat Kimya's first sponsorship in the field of sports.
Believing that sports are not only an activity but also a unifying force, Bingo positions the Team Captain Eda Erdem Dündar and the Team Players Hande Baladın and Gizem Örge as brand ambassadors and reflects the power and success of women with pure emotions in its communication activities.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 245 words used.
After the agreement with Turkish Volleyball Federation, Bingo determined the slogan "Sponsor of Pure Emotions" in order to announce this sponsorship. Positioning this discourse as the slogan of communication, Bingo included this in its 360 annual communication calendar including advertising, social media, creative and visual world, traditional&digital media and events from new product launches to relaunches.
With National Volleyball Team Captain Eda Erdem Dündar, and National Women's Volleyball Team Players Hande Baladın and Gizem Örge who were brand ambassadors of the sponsorship, a specific scope was determined.
On the press side, Bingo announced this valuable collaboration at the press conference and signing ceremony that held on February 9, 2024.
Bingo positioned its brand images as the official sponsor in the Turkish Volleyball Federation's own halls, in the matches hosted by the National Team, and on the field. The brand aimed to be with the team in the VNL to share pure emotions, and Bingo supported the team on the field by taking its employees and influencers to the VNL. Bingo underlined the message that the brand is always with the team by organizing a special influencer event for the VNL held in Antalya and which is one of the important matches of the Women's National Volleyball Team.
Bingo added the "Sponsor of Pure Emotions" logo to its products and brought this sponsorship to the market shelves. In addition, the brand ensured that this collaboration was effectively announced in stores with the different POP visuals prepared.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 242 words used.
Bingo announced its sponsorship with a press conference. For the announcement, a press release was published, and an emotional commercial film featuring the Women's National Volleyball Team players and scenes from the previous matches. The stories of the 3 commercials included in the sponsorship were designed to both convey 'Pure Emotions' and storytelling the functionality of the products.
Within the scope of the VNL held in Antalya in May 2024, a supporting trip was planned with Bingo employees and influencers who follow the volleyball matches and are suitable for the target audience, in order to support and be with the players in the excitement of the first match. During the matches, a stand set up in the Fanzone area and visitors were able to find activities including make-up, fan trophy areas, fun games and surprises before the match. Approximately 30,000 people were reached at the VNL Antalya stage with the Bingo stand specifically.
Content and match schedules supporting the Women's National Volleyball Team continue to be shared on social media accounts, and sponsorship communication continues to be widespread in traditional and digital channels.
As a result of all communications, 15 print media, 69 digital media, and 6 television coverages, 117 story shares and 5 post shares were obtained. The advertising equivalent earned only during the launch period was 20,250,000 TL. With the traditional and digital media communication activities carried out, a total of 35,189,996 people were reached.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 144 words used.
The sponsorship maintains its success since the moment it was announced. As well as the data and data, the feedback from our customers and the support and congratulatory comments on social media also prove this. This is largely due to the fact that the communication plan is designed in a 360 way and digital media, traditional media, events, public activities, product integrations and television advertisements are all presented together under the same message. You can see all these integrations in our Case video.
Additionally, reach on television also plays a big part in all of this. It achieved 2,676 GRP30 on TV with its main commercial and Bingo Surface Cleaning Towel commercials. In digital broadcasts, we achieved 46.4M reach and 99M impression with the Main Roof commercial, while we achieved 26M reach and 113M impression with the Bingo Surface Cleaning Towel film.
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