Deracine Promo DERACINE ALUMINIUM FOIL POSTER by Mccann Istanbul

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Industry Skin Care
Media Promo & PR
Market Turkey
Agency Mccann Istanbul
Creative Director Hakan Yegen
Account Supervisor Yağmur Erengül
Released March 2010

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Product/Service: ANTI-AGE CREAM
Date of First Appearance: Mar 2 2010 12:00AM
Creative Director: Hakan Yegen (McCann-Erickson İstanbul)
Senior Art Director: Firat Yildiz (McCann-Erickson İstanbul)
Senior Copy Writer: Deniz Tan (McCann-Erickson İstanbul)
Group Account Director: Ezgi Baripoglu (McCann-Erickson İstanbul)
Account Supervisor: Yagmur Erengul (McCann-Erickson İstanbul)
Account Executive: Cihan Unalan (McCann-Erickson İstanbul)
Media placement: Point of sale poster - Pharmacy - 02 March 2010

Describe the objective of the promotion.
Age wrinkles are an inevitable side of life that can start in every age. What we were asked to do was to communicate the effects of the Deracine Anti-Wrinkle cream to the consumers. The key point was to make the consumers understand how easy it is to fight their wirinkles. Our brief was towards preparing an inner pharmacy poster that would communicate this message to the consumers.

Describe how the promotion developed from concept to implementation
Instead of just telling the effects of our anti-wrinkle cream, we wanted to show them and a familliar material came into our minds: Aluminum foil. We decided to incorporate the qualities of the material to demonstrate the effects of the product. So, the concept was implemented by creating an experience to the walkers-by. When they touched poster as if they were putting on the cream on the woman’s face printed on the foil, the surface flattens, thanks to the nature of material and our message comes across in a simple and clear way: Getting rid of the wrinkles is easy!

Describe the success of the promotion with both client and consumer including some quantifiable results
In the pharmacies that these posters were used, there was a % 7.5 increase in consumer demand.

Explain why the method of promotion was most relevant to the product or service
The material we used is aluminum foil. And that material, due to its nature can be wrinkled and flattened very easily. Therefore, in order to demonstrate the effects of an anti-wrinkle cream, the idea of using this very material relates perfectly, since what we wanted to convey is the fact that it’s easy to fight wrinkles. In our case, we show that it’s as easy as a simple touch, which is also relevant given that the product is a cream and can only be applied through a touch.