Türkiye Hayat Emeklilik motivates savers with a creative BES ad campaign highlighting innovation and financial confidence.
Türkiye Hayat Emeklilik has launched two remarkable new advertising films to encourage participation in the Individual Pension System (BES). The campaign, consisting of “The Path to BES Savings” and “State Contribution Upper Limit”, emphasizes the growing importance of financial security and informed investment in long-term savings. Through the relatable story of a finance professional, the first film illustrates how individuals can steadily build wealth through expert fund management tailored to their personal goals.
The second film serves as a friendly reminder to BES participants: to fully benefit from the state contribution opportunity, participants are encouraged to complete their BES contributions up to 312,066 TL by December 31 and take advantage of the 93,619.80 TL state contribution limit. This message aims to strengthen awareness about maximizing financial benefits within the system.
The new commercials reinforce Türkiye Hayat Emeklilik’s commitment to responsible savings and long-term financial growth. Selda Çamlıbel Özkoyuncu, Director of Corporate Communications and Brand Management, emphasized that BES plays a vital role for those striving to secure their quality of life during and after their working years. According to her, BES not only supports individual retirement planning but also contributes to the country’s economic development by creating sustainable resources and employment opportunities.
Özkoyuncu further highlighted: “Through our ‘The Path to BES Savings’ campaign, we showcase our dedication to financial stability and strategic growth. Our ‘State Contribution Upper Limit’ film, on the other hand, calls on all participants to evaluate their contribution opportunities before 2025 to benefit from the maximum state incentive.”
The advertisements reach audiences across multiple platforms, including television, radio, digital channels, and outdoor displays—ensuring extensive national visibility. The production quality reflects the company’s vision centered on trust, expertise, and progress.
Watch the films:
“The Path to BES Savings”: https://www.youtube.com/watch?v=EyM1_-1Ah9U
“State Contribution Upper Limit”: https://www.youtube.com/watch?v=iUQDsLksjmw
Advertiser: Türkiye Sigorta
Advertiser Representatives: Selda Çamlıbel Özkoyuncu, Zennure Burcu Özcan, Mustafa Kemal Karsan
Advertising Agency: Renosans Istanbul – Led by Sedat Tunç and Arzu Yaraş
Creative Team: Zeliha Akdemir, Recep Yılmaz, Demet Genç, Özgür Deniz Ceyhan, Uraz Akpınar, Berkay Kemer, Sema Yontar, Eslem İnal, Hamid Ömeri
Client Relations: Aslı Birincioğlu, Efe Göynügüzel, Deniz Tüfekçi
Storyboard: Ali Durak
Agency Producer: İpek Girgin
Production Company: Onsıfır
Director: Hakan Yakıcı
Cinematography: Veli Kuzlu
Post Production: İmaj
Music: Jingle House
Media Agency: Native
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