IPANA Promo, Case study ENCHANT WITH YOUR SMILE by Starcom Istanbul

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Industry Oral Hygiene
Media Promo & PR, Case study
Market Turkey
Agency Starcom Istanbul
Released December 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: PROCTER & GAMBLE
Date of First Appearance: Dec 24 2010
Health & Wellbeing Associate Marketing Director: Taygun Günay (Procter & Gamble)
Brand Operations Associate Marketing Director: Zeynep Kutlay (Procter & Gamble)
Ipana Brand Manager: Gülhande İşbilir (Procter & Gamble)
Ipana Assistant Brand Manager: Çağla Ardak (Procter & Gamble)
Householdcare and Health & Wellbeing Brand Operations Group Manager: Aslı Südor (Procter & Gamble)
Beauty & Grooming and Oralcare Brand Operations Integration Manager: Uğur Yördem (Procter & Gamble)
Health & Wellbeing Direct Marketing Manager: Salih Öztürk (Procter & Gamble)
P&G Account Director: İnanç Dedebaş (Starcom)
Health & Wellbeing Supervisor: İmer Kamadan (Starcom)
Health & Wellbeing Senior Communication Planner: Müge Özen Dağdeviren (Starcom)
General Coordinator: Ali Umut Atay (AFF Istanbul)
Supervisor: Emir Ozcan (AFF Istanbul)
Supervisor: Umut Adil (AFF Istanbul)
General Coordinator: Erhan Ozkantarci (Sesli Harfler)
Account Executive: Aysegul Tavas (Sesli Harfler)
Web Designer: Murathan Eker (Sesli Harfler)
Account Executive: Gözde Gülşen (Publicis Yorum)
Account Executive: Ceysun Giritli (Publicis Yorum)
Head of Strategy: Yusuf Muslubas (Publicis Yorum)
Account Director: Sebnem Aras (Publicis Yorum)
Media placement: TV Campaign-4 Advertorial - Kanal D - 24.12.2010
Media placement: TV Campaign-46 Spots-Subbanners - Kanal D - 24.12.2010
Media placement: DTCM - 5 Shopping Malls - Cevahir, Forum Istanbul, Capacity, Meydan, Carrefour - 15.01.2010
Media placement: Dİgital-Video-I-Media-Rich Media-SEM - Facebook, Video-Sharing Sites... - 20.12.2010

Insights, Strategy & the Idea
Turkish consumers are not engaged in Oralcare (monthly Google search volume for “teeth+toothpaste” is less than 3000 in a country of 75million). Ipana’s target is young adults who are receptive to traditional dentist communication and are hard to reach via traditional media; they watch only TV series and are mostly online while watching. Our brief was to launch Ipana product in a holistic way behind confident smile communication.

Young adults want to show their best self to outside world, through a confident smile which is the reflection of their best self. This allows them to stand out from the crowd. Upon their aspiration to stand out, we wanted consumers to experience the need for a confident smile where it matters the most; in an audition campaign to be a star not only among your friends but also in front of the nation, and launched “Show confident smile thanks to the İpana campaign.

Creative Execution
Our idea was to give consumers opportunities to stand out in the crowd with their smile. Experiencing the need for a confident smile had to leverage the biggest media phenomenon of Turkey: TV Serials! We designed a branded entertainment project with the top youth TV serial of Turkey, consumers submitted their “smiling photos” on Ipana’s website (Enchantwithyoursmile.com) as an audition to land a role in the serial. Consumers got a chance to be a star by standing out with their smiles.

During the series the leading actress gave tips on how she was discovered, thanks to her confident smile.

To create interaction with consumers, via green screen technology, in top shopping malls, we shot videos of 3500 consumers improvising serial scenes as if they were talking to the lead actress. These consumers became the internet star of the campaign and their videos generated the viral marketing phase of the campaign.

Results and Effectiveness
A big smile…In a category where target group engagement is very low, “Enchant with your smile” website broke a record and got 1,000,000 unique visitors in only 40 days.
The biggest smile album of Turkey; 80,000 smiling photos were uploaded to stand out with smile. 3,500 people stand out in the green screen episodes; the shoots reached 1.5 million people at malls and were distributed 300,000 times virally online.
Ipana Whitening reached its highest ever share of 44% (+5% vs year ago).