| Title | CATCH PINK IF YOU CAN |
| Brand | UNILEVER |
| Product/Service | ELIDOR |
| Category |
F02. RESPONSE/REAL-TIME ACTIVITY |
|
Entrant Company
|
MANAJANS/JWT Istanbul, TURKEY
|
|
Advertising Agency
|
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 |
Creative Execution
We announced our game via social media and display media. We had a digital commercial and we put on into Elidor facebook page and announce web site. There is counter in our website and audiences were aware of real time experince timing. We also advertised this game as a part of TV series.
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. 50.599 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 634,669 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.
The challenge: Girls today they don't watch ads and don’t consume traditional channels anymore. They spend most of their time with their mobile and they are obsessed with the TV series and the stars of the series. But they zap or fast forward the breaks. We needed an idea to connect with them.
The objective: To inspire girls to spend more time with Elidor and our new pink range and businesswise increased the Elidor Strong & Shine Hair (pink series) variant sales.
The strategy: We turned a popular TV show into an interactive game
where people could win pink products the actors in the show were using/wearing/riding.
The execution: We advertised the game as a part of the TV show. Elidor Proudly presents a never
before done Medcezir(most loved youth TV series) Experience-Catch pink if you can mobile game.