IS IT FAIRY TALE OR REAL? by Starcom Istanbul for Fairy

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Industry Cleaning Products, Detergents & Wood protectors
Media Promo & PR, Case study
Market Turkey
Agency Starcom Istanbul
Creative Director Ergin Binyildiz
Art Director Mustafa Gülsen
Strategic Planner Ege Demirtaş
Released November 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: PROCTER & GAMBLE
Date of First Appearance: Nov 4 2010
Householdcare Marketing Director: Uluç Ayık (P&G)
Brand Operations Associate Marketing Director: Zeynep Kutlay (P&G)
Fairy Brand Manager: Murat Ünverdi (P&G)
Fairy Assistant Brand Manager: Ahmet Yücel (P&G)
Householdcare and Health & Wellbeing Brand Operations Group Manager: Aslı Südor (P&G)
External Relations Manager: Dilhan Durak (P&G)
Householdcare Brand Operations Integration Manager: Burcu Soykurum (P&G)
Householdcare Direct Marketing Manager: Gökalp Taşkesen (P&G)
P&G Account Director: İnanç Dedebaş (Starcom)
P&G Associate Account Director: Okan Özcan (Starcom)
Communication Planner: Can Şenses (Starcom)
Managing Partner: Görkem Uraz (AFF Istanbul Direct Marketing)
Supervisor: Umut Adil (AFF Istanbul Direct Marketing)
Supervisor: Emir Ozcan (AFF Istanbul Direct Marketing)
Account Director: Elsa Altaras (Grey Istanbul)
Strategic Planner: Ege Demirtaş (Grey Istanbul)
Director of strategic planning: Akan Abdula (Grey Istanbul)
Creative Director: Ergin Binyıldız (Grey Istanbul)
Copy Writer: Önder Bayraktar (Grey Istanbul)
Art Director: Mustafa Gülsen (Grey Istanbul)
Media placement: Tv - Advertorial - National TVs - 4 November 2010
Media placement: Print - Newspaper - National TVs - 30 October 2010
Media placement: Festival - Istanbul Besiktas Square - 6 November 2010
Media placement: PR (Tv-Newspaper) - National TVs - 6 November 2010
Media placement: Outdoor (Digital Board) - Istanbul City - 6 November 2010

Insights, Strategy & the Idea
Fairy dish washing liquid was launched in Turkey in March 2010 with intriguing grease cutting claims (Fairy effective on 100% grease). However, Focus groups revealed the consumers found the claims exaggerated. They said: “Fairy is telling a fairy tale”. Our brief was to prove Fairy’s performance claims and make a miracle happen.
Our local insight was the fact that Turkey is famous for its exquisite fish cuisine. Especially, fried anchovy is a traditional meal in Turkey. Housewives enjoy cooking it however they mostly prefer to eat it out of home because cutting the fish grease even from a little pan is a real pain.

To prove Fairy can do anything against any challenge, we designed the biggest and the most exciting challenge that a dish washing detergent ever faced and prepared a feast for everyone to join and celebrate experiencing Fairy’s reason of being: Creating miracle against toughest stains.

Creative Execution
What if Fairy challenged to cut the grease of 3 tons of fried fish from an enormous pan in front of very eyes of the consumers? We designed “Fairy Anchovy Fest” at one of the most picturesque places of Istanbul. During the event, we fried anchovy in Turkey’s biggest pan. Consumers enjoyed the view, music and fried fish with the hosting of Berna Lacin, chosen as one of the most trusted celebrity by housewives. Turkey’s top kitchenware producers joined the event as brand ambassadors. Most importantly, all witnessed Fairy’s miracle against the ultimate challenge, we washed Turkey’s biggest and dirtiest pan with single bottle of Fairy, live in front of the consumers and reporters.
We teased consumers via print and tailor made copies to create excitement. Our event was broadcast live on the huge digital screens positioned in the city’s most crowded public squares and in the news.

Results and Effectiveness
45.000 consumers attended to the Fest in one day (more attendance than Metallica concert in Istanbul!). More than 950.000 consumers were exposed to this challenge.
This is the biggest attendance to a food festival (to our knowledge). The event was on aired by biggest national TV stations to 9 million households and 11 newspapers announced the event as news, not advertising.
On top, unaided brand awareness increased by 29% vs. month ago and volume share reached its highest ever level.