TOMATO by Rafineri for Profilo

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TOMATO

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Industry Tableware, Cutlery, Cookware
Media Direct marketing
Market Turkey
Agency Rafineri
Executive Creative Director Ufuk Uslu, Orkun Demirelli
Art Director Faruk Terzi
Copywriter Gökhan Özdemir
Photographer Enis Berksoy
Account Supervisor Rida Kirası
Released December 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: PROFILO
Product/Service: KITCHEN APPLIANCE
Agency: RAFINERI
Copywriter: Gökhan Özdemir (Rafineri)
Art Director: Faruk Terzi (Rafineri)
Photographer: Enis Berksoy (Rafineri)
Chief Creative Officer: Ayşe Bali (Rafinieri)
Executive Creative Director: Orkun Demirelli (Rafinieri)
Executive Creative Director: Ufuk Uslu (Rafineri)
Account Supervisor: Rida Kirası (Rafineri)
Account Director: İlke Güner (Rafineri)
Account Manager: Melis Şenol (Rafineri)
Media placement: Puzzle box - authorized stores - 5 December 2011

Describe the brief/objective of the direct campaign.
In this direct campaign, we tried to grab the attention of the brands’ existing customers: Turkish housewives. The objective of the campaign was simply increasing product awareness and emphasising that Profilo Robo is the best product to surpass the expectations from a usual blender. After our research, we figured out that all expectations are based on a basic insight: during the blending process, foods must be chopped in the most homogenic way and there must be no sign of the original food itself by the end of the blending process. Consequently our strategy was based on the fact that if you use Profilo Robo, you won’t find any clue from the original food.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Profilo Robo is a blender with great power of chopping. We expressed the chopping feature of Profilo Robo with a jigsaw puzzle of a tomato in 1,000 pieces. When the box is open, people see puzzle parts, which it is impossible to combine in order to get the original shape of a tomato.

Explain why the creative execution was relevant to the product or service.
One of the greatest concerns about blenders is their heterogenic outcome of blending power. With this feature of Profilo Robo you can't find any clue from the original shape of foods. The jigsaw puzzle is a great representation of the blending process in which it is nearly impossible to obtain the original shape from already 'blended' pieces. Target audience is highly experimental, in order to achieve success in a campaign it is better to make them experience rather than listen/see/observe. Any kinds of riddles –including jigsaw puzzles- are highly loved by Turkish housewives. On the other hand experiencing a perfect blending process with a jigsaw puzzle is appropriate to the brand’s user friendly tonality.

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.
After the launch, all Profilo Robos run out of stocks in 2 months.