Ariel Promo, Case study TV SERIAL COSTUME SPONSORSHIP by Starcom Istanbul

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market Turkey
Agency Starcom Istanbul
Released December 2010

Credits & Description

Category: Best Use of Sponsorship
Advertiser: PROCTER & GAMBLE
Product/Service: ARIEL COLOR
Date of First Appearance: Dec 1 2010
Householdcare Marketing Director: Uluç Ayık (P&G)
Brand Operations Associate Marketing Director: Zeynep Kutlay (P&G)
Detergents Brand Manager: Ural Aktaş (P&G)
Ariel Assistant Brand Manager: Idil Serez (P&G)
Householdcare and Health & Wellbeing Brand Operations Group Manager: Asli Sudor (P&G)
Householdcare Brand Operations Integration Manager: Burcu Soykurum (P&G)
P&G Account Director: Inanc Dedebas (Starcom)
P&G Account Associate Director: Okan Ozcan (Starcom)
Communication Planner: Barin Ozgirgin (Starcom)
Client Group Director: Metin Ascioglu (Guzel Sanatlar: Saatchi&Saatchi)
Client Director: Feride Tuzun (Guzel Sanatlar: Saatchi&Saatchi)
Production: Olgun Arun (Guzel Sanatlar: Saatchi&Saatchi)
Creative Group Head: Ergin Koyluceli (Guzel Sanatlar: Saatchi&Saatchi)
Art Director: Sebnem Ersin (Guzel Sanatlar: Saatchi&Saatchi)
Copy Writer: Arzu Emre (Guzel Sanatlar: Saatchi&Saatchi)
Media placement: TV Serial Sponsorship - Kanal D - 30 November 2010

Insights, Strategy & the Idea
TV serials became the hottest consumer trend affecting mood, purchase decisions and even the fashion. Consumers are so addicted to serials that their ratings sometimes sky-rocket up to 45% for a single episode, which is even more than record breaking NFL Super Bowl average. Costumes especially, became the iconic characters of these addictively watched serials. Some viewers watch serials just to catch up with the fashion, since whatever is featured in the serials, is fashion.
In addition to being considered as a distant brand, there is also a misconception about Ariel that it fades colours. Our challenge was to crack these barriers by proving Ariel doesn’t fade colours in a content which touches the hearts of Turkish housewives more than anything. Ariel’s big idea was to reveal Ariel as the secret that makes these costumes so vital and fashionable.

Creative Execution
We activated the idea by positioning the costumes as the key ingredient of people’s emotional link with the characters. We created stories in the sets of the top TV serials in the top national channel (voted as love-mark thanks to its serials), and integrated Ariel Colour into the story-lines showing how the costumes remained stain-free and kept their colours thanks to Ariel.
We tracked the costumes featured in the episodes and we referred to those specific costumes and episodes in our execution. Therefore we were able to create a real time engagement with our consumers.
Instead of sponsoring one of the serials, we did what no brand did before, creating a link between brand promise and the costumes of TV serials. Campaign was more efficient than a classic sponsorship. There is no further room for a detergent brand to own TV serials.

Results and Effectiveness
Post campaign research showed that these executions increased the likeability of Ariel commercials more than 30%. And created 20% more purchase intent than regular TV spot did.
Unaided Brand Awareness increased by 2,5 points during the campaign.
Created a great efficiency; creating a much more targeted sponsorship with ~50% less investment.