FISHING THE BOSPHORUS by Mediavest Istanbul for Ulker

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Turkey
Agency Mediavest Istanbul
Released November 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: ULKER
Product/Service: SUPERFRESH TUNA
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: MEDIAVEST, Istanbul, TURKEY
Account Group Director: Bengul Karabiber (MediaVest)
Associated Director: Ozgur Demirci (MediaVest)
Supervisor: Ceyhan Alpbas (MediaVest)
OOH Specialist Starcom MediaVest Group: Mehmet Onur Gungor (MediaVest)
Associated Director: Ozgur Tunca (MediaVest)
Brand Manager: Burcu Ozarslan (Ulker)
Media Manager: Zeynep Arda Colak (Ulker)
Media placement: Special Event - Istanbul (Kuleli,Uskudar, Galata Bridge, Arnavutkoy) - 01/12/2009

Results and Effectiveness
The activity was executed at four main districts in Istanbul (Kuleli sea coast, Üsküdar caost, Galata Bridge, Arnavutkoy coast) on the same day to create WOM. We reached 100,000 people in one day and 500 people posed for Superton souvenir photos. After the activity campaign, Istanbul sales increased 6%, awareness increased 3%, perceiving canned fish as fresh perception increased 10% according to customer research results.

Creative Execution
We designed an activity that would attract attention of consumers immediately and change perception about canned tuna fish. We chose fishing districts by the sea in Istanbul where it’s very crowded because of weekend visitors (mostly families) and fishermen. We placed fish stalls filled with Superton tuna cans and tuna sandwiches by the coast, close to fishermen. We distributed Superton branded rain coats and buckets to fishermen and tuna sandwiches to stall visitors and families passing by. As a general rule: fishermen always compete for catching the biggest fish. So we offered visitors a souvenir photo with a “photo stand” which wrote “Superton memory” and showed them as real fishermen with a big fish. Also, we attached canned tuna to fishhooks of volunteer fishermen. The activity followed TV communication and was executed parallel to market activities to boost point of purchase with “as fresh as from the sea” communication.

Insights, Strategy & the Idea
Our business challenge was to change customers’ canned tuna fish perception to fresh fish perception. Our target was to position canned fish as a healthy, fresh ingredient in preparing meal or as main food. The trend of healthy, organic food is increasing in Turkey over the years. Especially mothers are sensitive to use fresh ingredients in meals. However it’s mostly male housekeeper who shops from fish markets for fresh fish or because of the pricing they go to fishing to bring fresh food for their families. So we use these points of contacts to position “Superton” brand as fresh as fish just caught from the sea. We used fishermen as the medium to communicate.