( Case Study )
Hepiyi Sigorta Reached Viewers with Addressable TV During World Cup Broadcasts
Client:Hepiyi Sigorta
Services:Addressable TV
CampaignL-Band & Landing Page
Industry:Insurance
( 001 )
+38%
Impression Target Exceeded
The total planned advertising impression target was exceeded throughout the World Cup broadcasts.
( 002 )
0,86%
Actual Campaign CTR
Addressable TV ads generated viewer engagement that exceeded the targeted click-through rate (CTR).
( 003 )
+43%
Above the CTR Target
The overall campaign CTR exceeded the 0.60% target by approximately 43%.
Overview
Turning High Viewer Engagement into Measurable Brand Interaction
We built the campaign strategy around leveraging the strong viewer interest generated by the National Team matches to strengthen brand awareness for Hepiyi Sigorta.
The campaign strategy was built around four key objectives:
- Right Timing: Position the brand during live broadcasts of National Team matches, when viewer engagement is at its peak.
- Uninterrupted Communication: Deliver the brand message on television screens without disrupting the match viewing experience.
- Digital Engagement: Turn television advertising into a digital touchpoint through landing page integration.
- Performance-Driven Planning: Measure campaign success against impression and click-through rate targets.
Strategy
Turning High Viewer Engagement into Measurable Brand Engagement
We built the campaign strategy around leveraging the strong viewer interest generated by the National Team matches to strengthen brand awareness for Hepiyi Sigorta.
The campaign strategy was built around four key objectives:
- Right Timing: Position the brand during live broadcasts of National Team matches, when viewer engagement is at its peak.
- Uninterrupted Communication: Deliver the brand message on television screens without disrupting the match viewing experience.
- Digital Engagement: Turn television advertising into a digital touchpoint through landing page integration.
- Performance-Driven Planning: Measure campaign success against impression and click-through rate targets.
Addressable TV
Driving Brand Visibility Without Interrupting the Live Broadcast Experience
The campaign utilized L-Band and Landing Page advertising formats. Through L-Band ads, Hepiyi Sigorta’s brand message gained visibility on television screens while live match broadcasts continued uninterrupted.
The Landing Page integration provided viewers with an additional digital touchpoint, allowing them to access more information about the campaign directly through the advertisement.
With this approach, we combined television’s extensive reach potential with the engagement capabilities of digital advertising.
Campaign Setup
Strategic Brand Positioning Across Three National Team Matches
Hepiyi Sigorta ads were featured during three National Team matches broadcast on TRT as part of the World Cup:
Paraguay vs. Türkiye Australia vs. Türkiye Türkiye vs. USA
The campaign placements were strategically scheduled to maximize brand visibility during moments of peak viewer engagement throughout the live matches. This allowed Hepiyi Sigorta to connect with audiences in an environment filled with the excitement of football.
Results
Exceeding Visibility and Engagement Targets
The Addressable TV campaign delivered for Hepiyi Sigorta during the World Cup exceeded its planned performance targets.
Throughout the campaign, total ad impressions surpassed the target by 38%, while the click-through rate also outperformed expectations. The CTR target, set at 0.60%, reached 0.86% by the end of the campaign, exceeding the target by approximately 43%.
The high viewer engagement during live match broadcasts, combined with an uninterrupted advertising format and Landing Page integration, transformed television communication into a measurable engagement experience.
Executive Impact Summary
+38%
Impression Target Exceeded
0,86%
Actual CTR
0,60%
Target CTR
+43%
CTR Target Exceeded