Hepiyi Sigorta Connected with Viewers Through Addressable TV During the World Cup Broadcasts

Our Strategy

As part of the World Cup, Hepiyi Sigorta leveraged Addressable TV advertising solutions during the TRT broadcasts of the Paraguay vs. Türkiye, Austria vs. Türkiye, and Türkiye vs. USA matches, reaching millions of viewers. At Marker Groupe, we developed a campaign that enhanced the brand’s visibility, preserved the uninterrupted viewing experience, and maximized the extensive reach and impact of television broadcasting.

Project Objective

Major sporting events such as the World Cup, watched simultaneously by millions of viewers, provide brands with valuable opportunities to achieve high visibility. For Hepiyi Sigorta, our objective was to increase brand awareness by leveraging the strong viewership of the Turkish National Team matches, engage audiences without disrupting the viewing experience, and benefit from the advantages of Addressable TV technology, which makes television advertising more measurable and effective.

Accordingly, the campaign was launched during the Turkish National Team matches, ensuring the brand reached viewers at the moments of highest audience engagement.

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

Advertising Format Used

As part of the campaign, the Lower Banner & Landing Page advertising format was utilized. The lower banner ad enabled Hepiyi Sigorta’s message to gain on-screen visibility without interrupting the live broadcast. The Landing Page integration provided viewers with an additional touchpoint where they could access more information about the campaign.

This approach combined television’s extensive reach with the engagement opportunities of digital media, delivering significant advantages for the brand in terms of both visibility and audience interaction.

Campaign Execution

Hepiyi Sigorta’s advertisements were aired during the Paraguay vs. Türkiye, Austria vs. Türkiye, and Türkiye vs. USA matches broadcast as part of the World Cup. By delivering the ads during the live match broadcasts, the brand achieved natural and impactful visibility at the moments when audience engagement was at its peak.

Performance Results

 The Hepiyi Sigorta World Cup Addressable TV campaign achieved a successful broadcasting period by exceeding its planned performance targets. While the overall planned impression target for the campaign was exceeded by 38%, the brand gained higher-than-expected visibility during the World Cup broadcasts. 

The campaign also yielded strong results in engagement performance; while the targeted CTR was 0.60%, a CTR of 0.86% was reached by the end of the broadcast. Consequently, the targeted CTR performance was exceeded by approximately 43%, allowing the campaign to demonstrate a level of success above industry averages in Addressable TV advertising.

Thanks to the highly-rated National Team matches, precise broadcast planning, and the visibility provided by the Lower Third & Landing Page ad formats, Hepiyi Sigorta successfully established strong and measurable communication with the audience throughout the World Cup period. 

Evaluation

This Addressable TV campaign executed for Hepiyi Sigorta successfully combined the high reach potential of the World Cup broadcasts with brand communication. While brand visibility was strengthened through non-disruptive ad formats, the performance results achieved once again demonstrated the effective communication power that Addressable TV technology offers to brands during major sporting events. 

As Marker Groupe, we did not limit Hepiyi Sigorta’s advertising communication during the World Cup period solely to television screens; instead, we transformed it into a measurable brand experience that simultaneously enhances visibility and engagement.