| Title | CATCH PINK IF YOU CAN |
| Brand | UNILEVER |
| Product/Service | ELIDOR |
| Category |
A05. LIVE EXPERIENCE |
|
Entrant Company
|
MANAJANS/JWT Istanbul, TURKEY
|
|
Contributing Company
|
MANAJANS/JWT Istanbul, TURKEY
|
|
Media Agency
|
MINDSHARE Istanbul, TURKEY
|
|
Production Company
|
DEPO FILM Istanbul, TURKEY
|
Credits
| Tuğbay Bilbay |
Manajans/JWT |
Ceo/Cco |
| Sami Basut |
Manajans/JWT |
Creative Director |
| Tunçhan Kalkan |
Manajans/JWT |
Art Director |
| Mehmet Numanoğlu |
Manajans/JWT |
Account Director |
| Mila Telyaz |
Manajans/JWT |
Account Supervisor |
| Göksu Karaman |
Manajans/JWT |
Account Executive |
| Direnç Işık |
Manajans/JWT |
Digital Creative Director |
| Emre Süvari |
Manajans/JWT |
Interactive Communication Director |
| Gökhan Akıncı |
Manajans/JWT |
Project Co/Ordinator |
| Aytaç Şahin |
Manajans/JWT |
Digital Art Director |
| Murat Yalçın |
Manajans/JWT |
Digital Art Director |
| Fırat Çoşkun |
Manajans/JWT |
Social Media Head |
| Nora Süren |
Manajans/JWT |
Social Media Executive |
| Şafak Serter |
Manajans/JWT |
Agency Producer |
| Aslıhan Anarat Çötelioğlu |
Mindshare Türkiye |
Partner/Client Leadership |
| Mehmet Göçmen |
Mindshare Türkiye |
Business Planning/Client Leadership Manager |
| Şafak Çınar |
Mindshare Türkiye |
Senior Client Leadership Executive |
| Başak Çavuş |
Mindshare Türkiye |
Junior Client Leadership Executive |
| Yücel Çilingir |
Mindshare Türkiye |
Senior Digital Executive |
| Hande Civan |
Mindshare Türkiye |
Junior Digital Executive |
The Campaign
The government limits the branded entertainment in TV shows with 1 minute breaks where you
have to state with a subtitle that there is product placement in the show. There are many
regulations which limits the usage of products inside the story. Many TV stations make use of
advertorials, or product placements consisting of 60 seconds. It is highly basic and
underdeveloped. The product placements are mostly done on a subconscious level.
Results
Our objective was to own pink colour and businesswise increase the Elidor Strong & Shine Hair (pink series) variant sales. Elidor always aim at connecting with 20 + girls. Those girls don’t consume traditional channels anymore and we had to find a new platform to connect those girls. We know that they are always mobile, they follow TV series and the characters in the TV shows on mobile, especially many of those girls are big fan of Medcezir TV series and we wanted to use this oppurtunity and we made a connection with Medcezir fans. So decided to create a bigger than life experience that would touch Medcezir audience’s heart. We are promoting pink series (Strong & Shine Hair). We talked with producers of Medcezir and convinced those to use pink must have products in 2 of their episodes like, pink hair straightener, the pink vespa, the pink mobile phone etc. We used the actors of this series as mannequins. We communicated this event via our digital commercial on our facebook page. We created a mobile game site. All they had to do is go to catchthepinkıfyoucan.com (pembeyiyakala.com) and make a registration, thanks to the accelerometer sensor, we were able to detect the sudden movement. They swung their phone when they see those pink stuff during the series when their favourite characters were holding/ using/ riding.
20 + young girls spend most of their time with their mobile. They tweet, pin, follow instagram, like, google, tinder etc with their mobile. Indeed they do everything with their mobiles. The mobile content they consume most is TV series and the characters in the TV shows –what they wear, what they eat, how they style their hair, where they go etc. They are obsessed with the TV series and the stars of the series. Especially one of the Turkish TV series – Medcezir.
We turned a 120 minute TV show into our commercial break. 285.378 people played the game during the show. 82.776 of them actually could catch the pink
products they saw. 50.600 Tweets were sent with the hashtag catchpinkifyoucan which was
pembeyiyakala in Turkish. 4.200.000 people watched our ad where they learnt how to play the
game. We had 634,668 clicks on our web banners. All the tweets were revolving around how fun
this game turned the experience of watching a show. It underlined our brand territory which is
enjoyment while connecting the color pink with our pink series.