A STORY OF THREE GENERATIONS by Rabarba for Pinar

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A STORY OF THREE GENERATIONS

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Industry Milk
Media Direct marketing
Market Turkey
Agency Rabarba
Creative Director Oguz Savasan
Art Director Kaan Kaner
Copywriter Serdar Saban
Released April 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: PINAR
Product/Service: CHRILDREN'S MILK
Agency: RABARBA
Date of First Appearance: Apr 27 2009 12:00AM
Entrant Company: RABARBA, Istanbul, TURKEY
Entry URL: http://www.unbrandedlandingpage.com/cannes/pinar
Creative Director: Oguz Savasan (Rabarba)
Digital Planner: Pinar Yazicioglu (Rabarba)
Art Director: Kaan Kaner (Rabarba)
Copywriter: Serdar Saban (Rabarba)
Mobile Project Manager: Can Uslu (Rabarba)
Multimedia Developer: Eser Yogurtcu (Rabarba)
Media placement: Internet - Mini Site - 27.04.2009
Media placement: Mobile - MMS - 27.04.2009
Media placement: TV - TV Promotional Copy - 01.05.2009

Describe the brief/objective of the direct campaign.
Pinar Milk had a long heritage and has been the market leader for years. However mothers had no emotional bond with recently launched Pinar Kids milk. The brief was to get Mothers’ attention and involvement in Pinar Kids milk during the week of Mother’s Day. Our strategy was to remind mothers of their past with the Pinar brand, so that they prefer Pinar Kids milk for their own children. So we started a digital campaign targeting young urbanite mothers who grew up with Pinar Milk and who are now raising their own kids.

Explain why the creative execution was relevant to the product or service.
While Pınar Milk has long been a trusted brand, Pınar Kids Milk was new to the market. To create an emotional bond between mothers and Pınar Kids Milk, we decided to remind the mothers that they grew up with Pınar Milk and their kids would grow with Pınar Children’s Milk. With a targeted MMS, we invited them to our video generator website, where they made their own videos with their nostalgic photos with their moms and new photos with their kids. In a short while, 36.460 videos were sent online and 71.793 contents were sent on mobile.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To remind mothers of their past with Pinar brand and make them prefer Pinar Kids milk for their own children, we sent an MMS to an opt-in database of mothers. MMS contained a short music video featuring a grandma, a mother and her baby who all grew up with Pinar. Those who liked the video were invited to an “automatic video generator website” where they can upload pictures of their mother and children to create videos of their own. They could send those videos from the web site to their loved ones with e-mail or MMS. Best videos were used in TV ads during Mother’s Day.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
340.000 people visited the website in 6 weeks. 36.460 real-life videos made and sent from the website. 71.793 ringtones/mobile videos were sent through the site. On the Mother’s Day week, the jingle was downloaded and listened to over 2.8 million times as ring-back-tone. Pınar Kids Milk achieved a 5.7% market share and a 25% sales increase.