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FOX | The Perfect Tenant

Entered in Native Advertising, Single Post or Activation

Objective

For FOX’s new series “Perfect Tenant”, there was a need for communication that would raise awareness and peak the curiosity of potential viewers. In the series, the lead actress was thrown out of the house after a fight with her landlord, and she was confronted with mysterious events in her new place, the Yuva Apartment. In addition to an effective digital plan, there was a search for a remarkable project for this series, which met with the general audience of 20+ ABC1.

Strategy

Sahibinden.com is a popular online real-estate marketplace in Turkey. We wanted to create a project that in this website would draw attention to itself by connecting the series' theme with the real estate crises that has been going on for a few years. We examined the search volumes on sahibinden.com and we have observed that the demand for rental ads and the amount of time spent in this area have increased by 200% as a result of the rising rental prices since the start of 2020. At a time when every landlord is searching for their perfect tenant, we began to look for ‘THE’ Perfect Tenant for Yuva Apartment on sahibinden.com. We created a native ad that resembles the typical rental listings on sahibinden.com and peaked the interest of users who are looking for real rentals. When they clicked on our ad, they found a humorous introduction of the characters in the "Description" section as well as the trailer for the series. The listing was linked to the series’ page on fox.com.tr.

Results

With 3 different advertisement models, we got more than 7 million impressions and 45K unique visitors visited FOX homepage. The campaign had a CTR of 740% above industry benchmarks in mobile native ads, 870% above in search result ads, and 60% above in ad detail. 

Media

Video for FOX | The Perfect Tenant

Entrant Company / Organization Name

Publicis Groupe Turkey, The Walt Disney Company / FOX

Entry Credits