( Case Study )
Damat Tween Creates a Premium Brand Experience During the World Cup with Addressable TV
Client:Damat Tween
Services:Addressable TV
CampaignFIFA World Cup Matches Featuring Türkiye
Industry:Fashion & Retail
( 001 )
+40%
Above the Target CTR
The Addressable TV campaign exceeded its target click-through rate (CTR), generating strong digital engagement among viewers.
( 002 )
+9,04%
Exceeded Impression Targets and Expanded Reach
The planned ad impression volume was exceeded across Türkiye’s three World Cup matches, increasing Damat Tween’s brand visibility.
( 003 )
0,56%
Actual Campaign CTR
The L-Band advertising format used during live match broadcasts directed television viewers to the digital campaign experience.
Overview
Premium Brand Communication at the Heart of Sporting Excitement
As the Official Fashion Sponsor of the National Football Teams, Damat Tween turned the excitement of the World Cup into a powerful opportunity for brand communication.
As Marker Groupe, we planned a dedicated Addressable TV campaign for the three matches featuring Türkiye, bringing the brand to a broad audience during live match broadcasts. Through a non-disruptive ad format integrated into the broadcast and a digital redirection strategy, we transformed television reach into an engagement-driven experience.
Strategy
Perfect Timing, Premium Visibility, Measurable Engagement
- Contextual Planning: Connect the brand with viewers during Türkiye’s World Cup match broadcasts.
- Premium Brand Experience: Ensure brand visibility through a lower-screen advertising format without interrupting the broadcast.
- Digital Engagement: Bridge television advertising with digital action through landing page redirection.
Addressable TV
Seamless and Targeted Brand Visibility During TV Broadcasts
The campaign utilized the L-Band advertising format. Damat Tween’s brand message was positioned along the bottom of the screen during live match broadcasts, ensuring visibility without interrupting the viewing experience.
This approach combined the broad reach of television with the engagement potential of digital advertising technologies.
Campaign Setup
Three Key Matches During the World Cup
Advertising placements were strategically planned around Türkiye’s three World Cup matches:
Australia vs. Türkiye Türkiye vs. Paraguay Türkiye vs. USA
The campaign was activated during highly anticipated moments of the match broadcasts, ensuring that the brand message reached viewers in the right context and with strong potential to capture their attention.
Results
Exceeding Impression and Engagement Targets
The Damat Tween Addressable TV campaign outperformed its planned targets for both visibility and engagement.
The campaign exceeded its targeted impression volume by 9.04%, while the CTR target of 0.40% reached 0.56%, delivering a result 40% above the engagement target.
These results demonstrated how the high attention potential of live sports broadcasts can be transformed into effective brand communication through the right advertising format and timing strategy.
Executive Impact Summary
+40%
CTR Target Exceeded
+9,04%
Impression Target Exceeded
0,56%
Actual CTR
3
World Cup Match