Fairy Promo, Case study 2ND HAND FAIRY FOR SALE by Grey Istanbul

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Industry Cleaning Products, Detergents & Wood protectors
Media Promo & PR, Case study
Market Turkey
Agency Grey Istanbul
Creative Group Head Erdinc Mutlu
Executive Creative Director Ergin Binyildiz, Hasan Çetin - Mustafa Baripoğlu
Art Director Mustafa Gulsen
Copywriter Onder Bayraktar
Account Supervisor Selen Yasli
Released April 2011

Credits & Description

Category: Best Use of Print
Advertiser: PROCTER & GAMBLE
Product/Service: FAIRY
Date of First Appearance: Apr 29 2011
Executive Creative Director: Ergin Binyildiz (Grey)
Executive Creative Director: Mustafa Baripoglu (Grey)
Creative Group Head: Erdinc Mutlu (Grey)
Copywriter: Onder Bayraktar (Grey)
Art Director: Mustafa Gulsen (Grey)
Account Director: Elsa Altaras Nasi (Grey)
Account Supervisor: Selen Yasli (Grey)
Account Executive: Anil Olcer (Grey)
Media placement: Press - Newspaper - Gunes - 29.04.2010

Insights, Strategy & the Idea
Fairy is a newly launched brand in Turkey. Its superior washing performance of up to 18.000 plates is not yet known by many Turkish housewives.

Creative Execution
To communicate that Fairy lasts for a very long time, we placed several ads in the “Second Hand Ads” sections of newspapers and magazines, especially under categories that were followed mostly by women. The ads were pretended to be placed by housewives who wanted to sell or swap their second hand Fairy bottles that they had been using for months.

Results and Effectiveness
These small sized, low budget ads had great effect in conveying the message. Thousands of women phoned up the number in the ad. All the callers were informed about the performance of Fairy and all were awarded with a trial size.