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Industry Oral Hygiene
Media Direct marketing
Market Turkey
Creative Director Ozgur Karack
Art Director Murathan Eker
Released November 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: PROCTER & GAMBLE
Product/Service: TOOTHPASTE
Date of First Appearance: Nov 30 2010
Entrant Company: SESLI HARFLER, Istanbul, TURKEY
Entry URL: www.gulusunlebuyule.com/kavakyelleri
Creative Director: Ozgur Karack (Sesli Harfler)
Project Leader: Gorkem Uraz (Sesli Harfler)
Art Director: Murathan Eker (Sesli Harfler)
Coordinator: Erhan Ozkantarci (Sesli Harfler)
Field Coordinator: Ali Umut Atay (AFF Direct Marketing Agency)
Supervisor: Umut Adil (AFF Direct Marketing Agency)
Supervisor: Emir Ozcan (AFF Direct Marketing Agency)
Brand Relations: Aysegul Tavas (Sesli Harfler)
Supervisor: Imer Kamadan (Starcom Mediawest)
Senior Planner: Muge Dagdeviren (Starcom Mediawest)
Technical Solutions: Burak Bakiş (Digimed)
Media placement: TV Campaign/Advertorial - KanalD - 30.10.2010
Media placement: Internet Campaign - www.gulusunlebuyule.com/kavakyelleri - 15.12.2010
Media placement: Direct Marketing - OOH - Shopping Malls - 25.12.2010

Describe the brief/objective of the direct campaign.
Launch toothpaste online, behind a confident smile concept. Target is young adults who are not receptive to traditional dentist communication and are hard to reach via traditional media: they watch only TV Series and are online while watching. They spend their free times at shopping malls where they meet with friends, enjoy a meal and go shopping. The inspirational job for this generation is to become actors/actresses as a way to become famous and desired.
Our strategy was to create an idea/execution which the consumers would themselves post on their profiles and spread, as the brand facebook fan page wasn’t online yet.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We started an audition campaign to be a star in nation's leading youth TV Series. Consumers submitted their smiling photos to Ipana’s microsite. Only 1 person could star in the TV series. We wanted more consumers to live this experience. Using green screen technology, we shot scenes from the series with the lead actress. In special TV sets built in shopping malls, we shot videos of consumers improvising these scenes as if across the actress. Huge crowds gathered around to see whether the actress was really on the scene or not. Product samples were distributed. Oscars were awarded to participants.

Explain why the creative execution was relevant to the product or service.
1.We wanted our consumers to experience the need for a confident smile where it matters the most; in an audition.
2.Green screen technology was used for the first time for interactive advertisement, enabling a unique and personalized experience and a lifelong memory for consumers.
3.We shot 8 different scenes from the TV series (with our brand placement), to ensure the content was tailor-made for different consumer segments like teens, young women, men, etc.
4.We visited shopping malls around Turkey to capture the greatest exposure with minimum cost.
5.We announced the campaign on TV, internet, in store and on billboards.

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.
We posted these personalized consumer episodes on our audition microsite, TV series’ fan pages and top video-sharing sites, while the consumers posted them on their social networks.

3500 consumers starred in the TV series with the lead actress. The campaign website reached 1 million unique visitors in 40 days, despite not having a facebook fan page. Consumers distributed their videos virally 300.000 times on the net. 80.000 consumers applied to become stars. Ipana Whitening reached its highest ever share of 44% (+5% vs year ago).