OWNING SOURCES OF STAIN by Starcom Istanbul for Ariel

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OWNING SOURCES OF STAIN

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market Turkey
Agency Starcom Istanbul
Account Supervisor Melike Gezgin, Alida Gunbilir
Released August 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: PROCTER & GAMBLE
Product/Service: ARIEL PROFESSIONAL LAUNDRY DETERGENT
Date of First Appearance: Aug 15 2009 12:00AM
Entrant Company: STARCOM ISTANBUL, TURKEY
P&G Account Director: Inanc Dedebas (Starcom Istanbul)
Laundry Category Supervisor: Okan Ozcan (Starcom Istanbul)
Communications Planner: Barin Ozgirgin (Starcom Istanbul)
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)
Assistant Brand Manager: Dogukan Saydan (Procter & Gamble)
Brand Operations Integration Manager: Burcu Soykurum (Procter & Gamble)
Direct Marketing Manager: Cagla Ardak (Procter & Gamble)
Account Supervisor: Alida Gunbilir (Guzel Sanatlar Saatchi & Saatchi)
Account Executive: Ozlem Cerkez (Guzel Sanatlar Saatchi & Saatchi)
Account Supervisor: Melike Gezgin (Alaaddin Adworks)
Media placement: TV Campaign - Kanal D - 15 August 2009
Media placement: Print - Sabah, Milliyet - 29 August 2009
Media placement: Supermarket Branding - Kipa - 15 September 2009
Media placement: Shopping Mall Branding - Kipa, Carrefour, Migros Shopping Malls - 1 September 2009
Media placement: Transportation Sampling - Ulusoy Tourism - September 2009

Results and Effectiveness
10,000 bloggers and their friends, who use competitor brand, have been sent trial kits and they shared their experiences online. Including shopping mall and transportation samplings, 400,000 samples distributed. More than 3,000,000 consumers were informed about Ariel Professional in shopping malls via 1-to-1 touch. Ariel Professional share increased by an outstanding 14% (vs. 3% target) to 31%, its highest ever share since its launch in May 2008, while the market leader had its lowest shares in its lifetime of 12 years. Unaided brand awareness rose from 7% in Jul’09 to 26% in Dec’09, highest ever since launch.

Creative Execution
The first key “stain moment” was during Ramadan, where Muslims aren’t allowed to eat during the day, and the fast-breaking meal in the evening is a celebratory affair involving friends/family. Turkish women plan and prepare these meals carefully, and no stain is tolerable. The ritual of watching television for the fast breaking time is very popular, so Ariel-Professional devised a TV execution during the announcements focused on suitability of Ariel-Professional for removing any possible though stains. Ariel-Professional also branded pages of special Ramadan recipes both in print and Internet. Recipe blog owners were sent trial kits and they shared experiences on blogs. Other activity was supermarket branding around stain-dangerous products, and distribution of free samples at food courts of shopping-malls, where people have a high staining risk. Ariel-Professional also targeted passengers on bus trips coming from summer holidays, who might be worried about post-holiday laundry and staining risk during the trip.

Insights, Strategy & the Idea
House-proud Turkish housewives can be set in their ways when it comes to laundry. Collectively, they resist the use of additives in their laundry and are unaware of all the products available to them. The success of any brand trying to break into such a resistant market depends heavily on when and where it engages with its audience. Aware that the typical Turkish housewife is very strict about their housekeeping regime, and that there was a general knowledge gap about stain removal products, Ariel-Professional decided to concentrate its efforts in those moments when stains represented the biggest threat. To fully leverage these receptivity moments, Ariel set the communication strategy to offer either benefit or trial opportunity of Ariel-Professional whenever there is a high staining risk. This strategy was called “Owning Stain Moments & Sources of Stains”.