ORKID SANITARY TOWELS: "NIGHT IS THE NEW DAY" Promo / PR Ad by Starcom Istanbul

Category: Best Use of Integrated Media
Advertiser: PROCTER & GAMBLE
Product/Service: ORKID SANITARY TOWELS
Date of First Appearance: Oct 7 2009 12:00AM
Entrant Company: STARCOM ISTANBUL, TURKEY
P&G Account Director: Inanc Dedebas (Starcom Istanbul)
Femcare Category Supervisor: Imer Kamadan (Starcom Istanbul)
Communications Planner: Muge Ozen Dagdeviren (Starcom Istanbul)
Brand Operations Integration Manager: Burcu Soykurum (Procter & Gamble)
Assistant Brand Manager: Dilay Kurtulus (Procter & Gamble)
Brand Operations Director: Zeynep Kutlay (Procter & Gamble)
Brand Operations Group Manager: Asli Sudor (Procter & Gamble)
Brand Manager: Orcın Kelleci (Procter & Gamble)
Assistant Marketing Director: Oya Canbas (Procter & Gamble)
Direct Marketing Manager: Cagla Ardak (Procter & Gamble)
Media placement: TVC-4700 Spot - KanalD, ATV, Show, Star, Cnbc-E, Comedymax, Kanal 7, Stv, TRT - 7 October 2009
Media placement: TV- Romantic Movie Sponsorship-381 Spot - TNT-Cnbc-E - 7 November 2009
Media placement: TV-"Night Is The New Day" Clip-150 Spot - TNT-Cnbc-E-MTV - 11 November 2009
Media placement: TV- Subband@Music Channels-170 Subband - MTV, Dream TV, Dream Turk - 11 December 2009
Media placement: Cinema-445 Night Sessions Of TWILIGHT - TWILIGHT - 20 November 2009
Media placement: Digital-5.750.000 Unique Impressions - MSN, Banner, Social Networks - 5 December 2009
Media placement: University-600 Rackets - 25 Universities - 15 November 2009
Media placement: Magazine-30 Inserts - Cosmopolitan, Heygirl, Cosmogirl, Instyle, Elele - 1 November 2009
Media placement: Concert Announcement-180 Spot@TV, 5.750.000 Unique Impressions - KanalD-Show-MTV-Dream TV/ MSN, Banner, Social Networks - 5-10 December

Results and Effectiveness
It was a great girls night out, to end a great campaign. We knew in advance that we were doing something right, because 32,000 people RSVPed via Facebook. The actual crowd hit capacity of 4,500, many of whom came in their pyjamas, and people shared their pictures and stories over social media. Online media and magazine coverage of the event reached 8 million people. Orkid’s market share quickly rose 5.3 percentage points and the number of people answering that they had bought the product rose from 5% to 37%. Campaign awareness results jumped 8%, from 77% to 84%.

Creative Execution
We leveraged “Night Is The New Day” concept via owning night routines of girls at home and out of home. Concept was supported with special cinema copy in night sessions of TWILIGHT, night TVC scheduling, scenario integration at night TV serials , “romantic movie nights” sponsorship at movie channels combined with our special clip. We tapped in their night online routine and our rackets shined the nights of university campuses. On 21 December - the longest night - we hosted a pyjama party for a capacity crowd. Headlining the concert was Nil, a Turkish pop idol beloved of girls, who even recorded special Orkid jingle as part of campaign. People who purchased Orkid products won tickets, but we also promoted the concert via online & TV. We owned night-related search queries, took banner ad space, and distributed invitations via Facebook & Friendfeed. Girls enjoyed the nights with Orkid’s protection, even the longest night.

Insights, Strategy & the Idea
Teens are always up for a fun night out or activity at home, right? Wrong. Not during their periods. We were being told by girls that they don’t so much enthusiasim for an activity in & out of home at that time of the month, and that night-time was when they worried most about needing protection. Girls have emotional bond with Orkid as it is her first brand. However in recent years, Orkid’s emotional bond has been fading. They’ve been seduced by new brand launches. Besides, Orkid’s TV commercials mostly talk about performance, not fulfilling the emotional connection, so Orkid need to reestablish emotional ties while giving product benefit. Therefore not only would we enlist a wide range of media to provide the reassurance they were seeking, but we would also be there to celebrate their new-found confidence via tapping into their all night routines creating “Night Is The New Day” concept.