CLEAN LIKE NEW FASHION by Starcom Istanbul for Ariel

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CLEAN LIKE NEW FASHION

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market Turkey
Agency Starcom Istanbul
Creative Group Head Ergin Koyluceli
Account Supervisor Melike Gezgin, Alida Gunbilir
Released March 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: PROCTER & GAMBLE
Product/Service: ARIEL LAUNDRY DETERGENT
Date of First Appearance: Mar 5 2010 12:00AM
Entrant Company: STARCOM ISTANBUL, TURKEY
Entry URL: http://www.denedimbiliyorum.com/ariel.php
P&G Account Director: Inanc Dedebas (Starcom Istanbul)
Laundry Category Supervisor: Okan Ozcan (Starcom Istanbul)
Communications Planner: Barin Ozgirgin (Starcom Istanbul)
Brand Operations Integration Manager: Burcu Soykurum (Procter & Gamble)
Assistant Brand Manager: Idil Serez (Procter & Gamble)
Brand Operations Director: Zeynep Kutlay (Procter & Gamble)
Marketing Director: Uluc Ayik (Procter & Gamble)
Brand Operations Group Manager: Asli Sudor (Procter & Gamble)
Brand Manager: Ural Aktas (Procter & Gamble)
Direct Marketing Manager: Cagla Ardak (Procter & Gamble)
Group Account Director: Metin Ascioglu (Guzel Sanatlar Saatchi & Saatchi)
Creative Group Head: Ergin Koyluceli (Guzel Sanatlar Saatchi & Saatchi)
Account Supervisor: Alida Gunbilir (Guzel Sanatlar Saatchi & Saatchi)
Account Executive: Ozlem Cerkez (Guzel Sanatlar Saatchi & Saatchi)
Account Director: Birol Ozcanli (Alaaddin Adworks)
Account Supervisor: Melike Gezgin (Alaaddin Adworks)
Media placement: TV Campaign - Kanal D - 5 March 2010
Media placement: Outdoor Branding - Stroer, Wall - 28 March 2010
Media placement: Shopping Mall Branding - Istanbul Forum Shopping Mall - 15 March 2010
Media placement: Supermarket Branding - Carrefours - 1 March 2010
Media placement: Department Store Branding - YKM/Boyner - 17 March 2010
Media placement: Website Branding - Kanal D/Ask-i Memnu Website - 7 April 2010
Media placement: Online Contest - Denedimbiliyorum.com - 15 March 2010

Results and Effectiveness
Campaign reached more than 10,000,000 women. 3.5 million women reached during their shopping. 1,500 experiences shared online. 350,000 samples distributed in stores. 500,000 consumers contacted by SMS. Shipment record broken, almost doubled versus previous month. Shares increased by 3.2 points, reaching 22.3%.

Creative Execution
For aspiration, Ariel created a TV content where stylists of a TV series, called Ask-i Memnu, which is the hottest trend among Turkish women to aspire about clothes of the characters, explain how they ensure the excellence of appearance of the characters with Ariel. Aspiration plan was supported also with TV banners during new clothes of Bihter were on the screen, brandings on pages and screens where interviews with the stylists were published and broadcasted, brandings on the Internet page of the series and with an online contest where women share their experiences with Ariel to win one of Bihter’s clothes. For shopping journey, women were accompanied from the moment when she stepped out of home until she returns home with OOH, shopping mall, department store and supermarket brandings.

Insights, Strategy & the Idea
Our consumer wants to be a good housewife and mother. She is quite demanding and would strive to excel in some areas to proudly prove her expertise and boost her confidence. With this spirit, she is looking for improvements in impeccable appearance in garments. We want to make her feel that Ariel is the perfect partner in her continuous need for improvement in impeccable appearance in garments via tapping into moments when she aspires about new clothing. Therefore, we designed two legged campaign. In the first leg; we empowered the hottest consumer trend blended with our insight to reveal their aspiration to new clothes, after that, we became their partner in the shopping journey to buy the aspired clothes.