KOPAS Promo, Case study LET'S GET READY TO RUMBLE! by Mediavest Istanbul

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Turkey
Agency Mediavest Istanbul
Released March 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Product/Service: STAIN REMOVAL PEN
Date of First Appearance: Mar 11 2010 12:00AM
Entrant Company: MEDIAVEST, Istanbul, TURKEY
Associated Managing Director: Ferda Tarakcioglu Erdem (MediaVest)
Associated Media Director: Huri Acun Patir (MediaVest)
OOH Specialist Starcom MediaVest Group: Mehmet Onur Gungor (MediaVest)
Marketing Director: Murat Atilan (Kopas Cosmetic)
Media Director: Elizabet Miricanyan (Kopas Cosmetic)
Business Development Manager: Nazli Karaagac (Kopas Cosmetic)
Media placement: Ambient - Istanbul (Taksim) - 11/03/2010
Media placement: Newspaper - Milliyet Cadde-Turkey - 12/03/2010
Media placement: Magazine - Yemek Zevki & All April Issue - April 2010
Media placement: Internet - Www.rdv.org.tr - 12/03/2010
Media placement: Internet - Www.evhayat.com - 17/03/2010
Media placement: Internet - Twitter Entry - 15/03/2010
Media placement: Digital WOM - Social Media&Blogs - March 2010

Results and Effectiveness
The small, proof-of-concept campaign for a cash-strapped client was executed on a tiny budget, but punched above its weight. New sales channel initiated and client seize the potential from product trials and plan to remain in possession of the field.

Creative Execution
We hit the busy cafés and restaurants in Istanbul, with our eye-catching sample of Dr Beckmann’s product. We created a carry-stand that looked like the ones for salt and pepper shakers, and stood them on tables in restaurants. Where there was normally a salt or pepper shaker, there was a stain removing pen, which diners could try out. The stand itself contained product information and our simple message: “Use Dr B Express instead of salt.” The use of ambient media was complemented with a broader campaign of interviews and advertorials showing the benefits of Dr Beckmann as an emergency “troubleshooter” for stains, and we used online media to spread product recommendations. In particular, we focused on restaurant networks, where restaurant owners were encouraged to order and display our product, creating a whole new sales channel for us.

Insights, Strategy & the Idea
Whoops. One slip at lunch, and a shirt or a suit or a tie might be ruined. For white-collar workers, with afternoon meetings to attend, that really could put a downer on the rest of the day. We’ve all had these little accidents, but what do we do in a panic? The temptation is to reach for the salt, and pour it over the stain. We know it doesn’t really work, but what alternative is there? Dr Beckmann has an alternative. It is a stain removal pen. We just had to put it where men could reach for it in an emergency. So we put it where the salt is.