Title	YUMOS SCENTED THEATRE INTEGRATION
Brand	UNILEVER-YUMOS
Product/Service	HOME CARE-FABRIC CONDITIONS
Category	A01. Use of Promotional Events & Stunts
Entrant Company	OGILVY & MATHER Istanbul, TURKEY
Advertising Agency	OGILVY & MATHER Istanbul, TURKEY
Media Agency	MINDSHARE Istanbul, TURKEY

Name	Company	Position
Tolga Buyukdoganay	Ogilvy/mather Advertising Istanbul	Executive Creative Director
Sebnem Yaldizli	Ogilvy/mather Advertising Istanbul	Account Manager
Pelin Aydin	Ogilvy/mather Advertising Istanbul	Strategic Planner
Selen Sehitoglu	Ogilvy/mather Advertising Istanbul	Account Manager
Doruk Ozer	Ogilvy/mather Advertising Istanbul	Copywriter
Ayca Peksag	Ogilvy/mather Advertising Istanbul	Art Director
Ceren Serez	Mindshare Turkey	Account Manager

The Brief

“ The beautiful scent of single flowers by Yumo? “ is a new kind of softner in its market. Different from its competitors our client produced it with a scent of a single flower. What we are asked for, is not only to announce this new product but also make as many people to smell and try it. We tried to create a different surprising way to do this goal.  

Campaign Success

The result was lucious. “The beautiful scent of single flowers by Yumo?” was introduced at approximately in 80 different theatres reaching 340.000 unique consumer within 2 weeks. At the end our brand’s innovative perception and awareness to our new product has became more powerful. Moreover the campaign run according to the original plan without any changing.

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

- At the beginning of the project, the team assumed some financial KPIs for 2015 full year. However, Simplicity actuals are quite better than these targets. Expected TO rate was 2.907 €k for FY2015 but YTD2015 actual is 5.341€k. In only half year, Simplicity range gained 8.4% market share in total by comparison targeted 4.5% for full year. - Being original and different from others is getting harder each day. Moreover, consumers are exposed to many commercials on each platform. In this respect, finding surprising way to touch them is hard but if you can find a way, it provides unforgettable experience for consumers. Thanks to the theater project, consumers can watch the commercial, smell the product and try samples. - Consumers experienced a scented advertising for the first time in their life. We also gave samples to them. So that they could smell this beautiful scent at home.

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

People don’t go to theatres to watch commercials before the movie.They all want them to end quickly.We wanted to change this routine with an idea:Don’t just show the product but also smell the scent of it.Just before the movies we sprayed our essence into the theatres that we cooperate. At the entrance our hostesses hand out single use only product samples to consumers as they enter.The audience sat and start to watch the commercials unwillingly. Then our commercial starts.At the 5th second of our commercial, the picture froze.The shadow of our Yumos bear and a little girl appears on the screen and starts to talk.They told the audience that the scent they smell as they enter the theatre belongs to our new product. After the two shadow left our commercial rewinds and the audience start to watch the a commercial of a product which they are aware of its scent.