Damat Tween Created a Premium Brand Experience at the World Cup with Addressable TV

Our Strategy

Damat Tween, the Official Fashion Sponsor of the National Football Teams, integrated Addressable TV advertising solutions into its campaign strategy to connect with viewers at the peak moments of football excitement during the World Cup. Implemented specifically for three matches played by Turkey, this project allowed the brand to capture a powerful touchpoint with its target audience within the live match atmosphere. As Marker Groupe, we executed a campaign structure that preserved the brand’s premium perception, ensured visibility without interrupting the viewing experience, and drove audience engagement.

Objective of the Project

With their high viewership interest and strong emotional bonds, World Cup matches offer significant communication opportunities for brands. Our goal for Damat Tween was to transform the intense engagement generated by the football atmosphere into brand visibility, capture viewer attention at the right moment, and create an advertising experience that supports digital interaction.

Accordingly, the campaign was launched during the matches played by Turkey, enabling the brand to establish a strong, contextual connection with the target audience at moments when viewer attention was at its highest.

Advertising Format Used

An L-Band (Overlay) & Landing Page format was utilized within the scope of the campaign. Thanks to the L-band advertising model, Damat Tween’s message was positioned on the viewer’s screen without interrupting the broadcast flow. This structure combined the high reach of television with digital interaction capabilities, offering the brand a communication space that was both visibility and action-oriented.

By directing viewers to a landing page, a second touchpoint was created where the audience could interact further with the campaign message.

👉 Check out our Showcase page to discover our Damat Tween Advanced TV project and the creative branding work we’ve brought to life using different advertising technologies!

Campaign Structure

Damat Tween advertisements were positioned during the broadcast periods of Turkey’s matches within the World Cup. The broadcast plan, which proceeded through the Australia vs. Turkey, Turkey vs. Paraguay, and Turkey vs. USA matches, ensured that the brand connected with the audience during live gameplay.

As a result, the brand message did not just gain visibility; it was positioned naturally and remarkably within the content flow where viewer engagement was at its peak.

Performance Results

The Damat Tween World Cup Addressable TV campaign delivered a strong broadcast performance, exceeding its planned impression targets. Throughout the campaign, 9.04% more impressions were achieved than the initial target. This result demonstrated that the brand gained higher-than-expected visibility in the high-interest environment of the World Cup period.

The campaign also outperformed expectations in engagement metrics. While a 0.40% CTR (Click-Through Rate) was targeted across the campaign, a 0.56% CTR was achieved by the end of the broadcast. Thus, the target CTR value was exceeded by 40%, demonstrating that the campaign delivered a powerful performance not only in terms of visibility but also in engagement.

Thanks to the live match atmosphere, accurate broadcast timing, eye-catching L-band ad format, and a landing page design that guided users to interact, Damat Tween successfully established an effective and measurable connection with the audience during the World Cup.

Evaluation

This Addressable TV project implemented for Damat Tween successfully brought together the high engagement potential of sports broadcasts with brand communication. The L-band format, which does not interrupt the broadcast flow, and the landing page integration that supports interaction, contributed to building a stronger bond with the user while maintaining the brand’s premium stance.

As Marker Groupe, we transformed Damat Tween’s visibility during the World Cup from a mere commercial broadcast into a measurable brand experience centered on viewer engagement.