TALK OF THE TOWN by Starcom Istanbul for Ariel

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TALK OF THE TOWN

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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 April 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: PROCTER & GAMBLE
Product/Service: ARIEL LAUNDRY DETERGENT
Date of First Appearance: Apr 1 2010 12:00AM
Entrant Company: STARCOM ISTANBUL, TURKEY
P&G Account Director: Inanc Dedebas (Starcom Istanbul)
Laundry Category Supervisor: Okan Ozcan (Starcom Istanbul)
Communication 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 Content Branding - Kanal D - 1 April 2010
Media placement: Website Branding - Kanal D/Ask-I Memnu Website - 7 April 2010
Media placement: Magazine Branding - Elele - 1 May 2010

Results and Effectiveness
TV contents viewed by 7,000,000 women. 1,500 experiences shared online for the contest in which top prize was one of Bihter’s clothes. Shipment record broken, almost doubled versus previous month. Shares increased by 3.2 points, reaching 22.3%.

Creative Execution
To realise the full potential of Ask-i Memnu over clothing inspiration, Ariel designed a campaign that fully integrated the brand and the stylists of characters in the show. “Clean Like New” message of Ariel fitted perfectly to top condition apparel perception of Ask-i Memnu. Ariel created a special TVC starring two stylists of Ask-i Memnu, which was aired just before the ad breaks within show. As never done before, TVC was shot in the set of the show and in front of the wardrobes of characters and aired before other ads, as if the show still continues. In addition, wherever Bihter wore a new piece of clothing, Ariel’s message appeared during the show. To generate more buzz, interviews with the stylists were published in daily and monthly publications, stylists joined TV shows in national channels and Ask-i Memnu’s web page was branded by Ariel.

Insights, Strategy & the Idea
Turkish women have a perception that Ariel is so powerful at cleaning the clothes that it damages the fabrics. To overcome this perception, Ariel aimed to give the “Clean Like New” message in a content where newness and excellence of outfits standouts. Ask-i Memnu is the hottest TV series in Turkey, recently, in which the clothes of the characters, especially Bihter’s, become the talk of town after each episode. Ariel integrated in the series by having the stylists of Bihter endorse Ariel and utilising the scenes where new clothes are at the leading roles.