“Social gender equality” is getting more and more important all over the world. But there are still social barriers in male-dominated areas such as the fuel sector.
These barriers are so great that we identified that Opet, which intends to create awareness on this matter by honoring its women employees on March 8 International Women's Day, has only one woman employee working as fuel sales officer among hundreds of employees in Istanbul Anatolian Side.
We aimed to inspire and make women proud by surprising this Opet’s employee who broke taboos related to professional roles.
We really surprised her on a platform in which dynamic of surprising became extremely artificial. Because making a woman happy was making her smile from the heart...
We told the employees that there would be a commercial film to be shot at the station on that day. To capture natural emotions, everyone in our film was as real as our surprise. Naturally, Zekiye was very curious about the leading part of the film...
With our #KadınlarBaşrolde video, we achieved 5.300,016 access in total on all social media platforms and gained 530 new followers on Instagram between March 7 and March 11. We have received 100% positive feedback on digital certificates that we proactively sent to female users who comment on our movie, and 99% positive feedback on YouTube and Instagram.
2018 - Stevie 2018 / Bronz - PR Other
Most importantly, awareness of social gender equality and women employment increased. We contributed to the foundation of the” Women Power” project with the positive responses and demands we received.