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
|
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 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.