Title	CATCH PINK IF YOU CAN
Brand	UNILEVER
Product/Service	ELIDOR
Category	A08. OTHER DIGITAL SOLUTIONS IN A PROMOTIONAL CAMPAIGN
Entrant Company	MANAJANS/JWT Istanbul, TURKEY
Advertising Agency	MANAJANS/JWT Istanbul, TURKEY
Media Agency	MINDSHARE Istanbul, TURKEY
Production Company	DEPO FILM Istanbul, TURKEY

Name	Company	Position
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 Brief

Elidor wanted to increase sales of pint vairant. We were already launched the pink shampoo series with a global copy.The agency was briefed to make the pink series famous through a local promotional idea. We knew that girls associated our brand with beauty and style. Items of fashion were always on our target audiences' wish-list. They found fashionable objects complimentary with their hair. We were asked to underline the fact that Elidor helps girls be more stylish.

Describe how the promotion developed from concept to implementation

In Turkey Medcezir is Elidor girls' favorite TV show. So we talked with the producers and convinced those to use our pink must have products in one of their episodes. Then, we hired a fashion stylist to collect pink fashion products. We used the actors of the show as mannequins. We created a mobile game site where girls could catch and win the pink products their favorite TV characters were holding/using/riding if they swung their mobiles. We inserted Elidor dry shampoos, hair conditioners, blow-driers, into the list as well. We taught them how to play the game through a commercial.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

We were already launched the pink shampoo series with a global copy.The agency was briefed to make the pink series famous through a local promotional idea. 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. Audience had to go to catchthepinkifyoucan.com and registered after that swung their phone when they see those pink stuff during the series when their favourite characters were holding/ using/ riding.