About
Seamless scenario integration of a corporate bank visualized as a Youtube series actor to the Youtube show and harmonise them by creating a “native content”.
Innovation presentation
DenizBank aims to make strong and genuine connections with generations Y and Z, realizing that when convinced they are dedicated warriors of a brand and are future potential customers. While searching for effective ways to reach these groups we found out that they spend their time mainly on Youtube and Social Media channels. We then decided to work with Onur Ünlü, a director who adds a very creative value to his work and has a loyal fanbase consisting of Y and Z, who eagerly flock to his every project. Upon our analysis, we decided that regular sponsorship models (“DenizBank presents” and “DenizBank presented”) and conventional product placements are ordinary and ineffective. Given that the internet audience has a short attention span and is ready to feel "cheated" by hidden ads. It was priority #1 to go around it and find a way to keep them focused. Therefore, a new approach was designed - a form of "Branded Content" ! So far, other brands (both in finance and other sectors) have only broadcasted comic web series through social media channels that presented their products. This is the first time that the DenizBank character is actually involved in the scenario while promoting the bank without irritating the audience. He was totally integrated to the plot in such a way that he appears at unexpected times, where the main character is in trouble and needs help. This is the most innovative way to interact millions of audiences by giving them emerged content into the scenario instead of advertising to them.
The series is broadcasted through the bank’s own youtube channel and reached more than 200.000 subscribers and 18M views in 3 months, has 20 times more subscribers than one of the biggest Turkish bank’s viral project which is live about 3 years and almost same with the most famous TV Series of Turkey « Recep Ivedik«
Uniqueness of the project
This project is unique in terms of brand integration into a series. It is common in the sector to produce advertisement with a targeted script. But as Denizbank, we created our totally new marketing method, which is a blend of art and science of marketing efforts; for the first time, a corporate company is inserted into a famous Youtube series as an actor in a seamless way and plays the leading role in several scents and solves the handicaps in the scenario by presenting Denizbank’s products in a very innovative way. Denizbank Man plays in the funniest parts of the series. It is unusual all over the world that a corporate bank makes fun of himself by presenting himself as a funny character in the series. Although DenizBank Man appearences was kept to a minimum and DenizBank was not seen or heard outside of his scenes, the unique way of this native advertising is highly appreciated by the target audience.
