A SHOULDER TO CRY ON by Medina Turgul DDB Istanbul for Ulker

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A SHOULDER TO CRY ON

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Industry Confectionery & snacks, Biscuits
Media Direct marketing
Market Turkey
Agency Medina Turgul DDB Istanbul
Creative Director Kurtcebe Turgul
Art Director Koray Ekremoglu, Mert Kunc
Copywriter Talha Yuksel, Hakan Bicakci, Erdem Koksal
Account Supervisor Esra Erol
Released September 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: ULKER
Product/Service: BISCUIT
Agency: MEDINA TURGUL DDB
Date of First Appearance: Sep 1 2010
Entrant Company: MEDINA TURGUL DDB, Istanbul, TURKEY
Art Director: Mert Kunc (Medina Turgul DDB)
Art Director: Koray Ekremoglu (Medina Turgul DDB)
Copywriter: Hakan Bicakci (Medina Turgul DDB)
Copywriter: Erdem Koksal (Medina Turgul DDB)
Account Director: Gozde Yilmaz (Medina Turgul DDB)
Account Supervisor: Esra Erol (Medina Turgul DDB)
Account Executive: Miray Turker (Medina Turgul DDB)
Creative Director: Kurtcebe Turgul (Medina Turgul DDB)
Copywriter: Talha Yuksel (Medina Turgul DDB)
Media placement: Viral Campaign - Facebook - 1 October 2010

Describe the brief/objective of the direct campaign.
Rondo is a Turkish cream biscuit brand which we positioned as an antidote to the dramatic moments in life. The tag line is simple:
“If life has its drama, Rondo has its creama.”

Our goal is supporting the losers! Not the winners.
Our target customers are both existing and new customers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A regular part of private chat and some blogs, we now wanted people to share their complaints and life dramas in a more open, social way, via the Rondo website. Whatever their problems or concerns everyone was encouraged to share their troubles and to explain why they were most in need of some Rondo consolation. We decided that “a shoulder to cry on” would be the best award for entrants to this forum and the novelty prizes for those with the most amusing or deserving problems the chance to win “Ümit Besen’s Shoulder” own shoulder to cry on. These shoulders were on-to-one life size foam copies of the original. Banners positioned on popular Turkish sites got the word out of the campaign.

Explain why the creative execution was relevant to the product or service.
To create a new low cost ‘event’ to keep up the high level of on-line interest created by the previous “Rondo Dramatic Songs Competition”. The event should reinforce Rondo’s ‘consolation for life’s dramas’ positioning and build on the appeal of the campaign idea.

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.
In only a month, 7,857 “dramas” were shared on the website attracting a huge wave of interest to our site and a surge of viewers for the viral video. Google searches for “Rondo Ad” grew 450% post-campaign while any mention of “Ümit Besen & rondo” also showed 400% plus growth following this campaign. A jury selected the 25 most deserving dramas who received their “Ümit Besen Shoulder” to cry on.

. Rondo became market leader for the first time.
. 31% campaign period and 11% annual sales growth
. Cream biscuit market decline stopped: -8% for 2009; -0.01 in 2010
. Brand awareness up +10% to 91%
. Trial up from 44% to 74%