Fairy Promo FAIRY ANCHOVY FESTIVAL by SESLI HARFLER

Category: Best Use of Experiential Marketing in a Promotional Campaign

Advertiser: PROCTER & GAMBLE

Product/Service: DISHWASHING LIQUID

Agency: SESLI HARFLER

Date of First Appearance: Nov 6 2010

Entrant Company: SESLI HARFLER, Istanbul, TURKEY

Project Leader: Gorkem Uraz (AFF Istanbul Direct Marketing Agency)

Creative Director: Ozgru Karacak (Sesliharfler Digital Agency)

Supervisor: Emir Ozcan (AFF Istanbul Direct Marketing Agency)

Supervisor: Umut Adil (AFF Istanbul Direct Marketing Agency)

Field Coordinator: Burcu Ataoglu (AFF Istanbul Direct Marketing Agency)

Media Planning: Can Şenses (Starcom Mediawest)

Media placement: Tv Advertorial - KanalD,ATV - 25.10.2010

Media placement: Guerilla Announcement Team - OOH/Guerilla Activity - 27.10.2010

Media placement: Direct Marketing - OOH/EVENT - 06.11.2010

Describe the objective of the promotion.

Fairy dishwashing liquid was launched in Turkey in April 2010 with mileage and grease cutting claims (1 bottle washes 18,000 plates and effective on 100% grease, respectively). Consumer studies revealed the consumers found the claims intriguing however exaggerated. Our brief was to prove Fairy’s performance claims.

To prove Fairy as the best performing dish washing brand in Turkey, we organised the biggest and the most exiciting challenge that a dishwashing detergent ever faced, and prepared a feast for everyone to join and celebrate Fairy’s crusade against the toughest stains.

Describe how the promotion developed from concept to implementation.

Fairy challenged to cut the grease of 3 tonnes of fried fish from an enormous pan in front of very eyes of the consumers. We created “Fairy Anchovy Fest” at one of the most picturesque locations in Istanbul. During the event, we fried anchovies in Turkey’s biggest pan. Consumers enjoyed the view, music and fried fish with Berna Lacin, one of the top trusted celebrities of housewives, as the hostess. Most importantly, all witnessed Fairy’s miracle against the ultimate challenge, we washed Turkey’s biggest and dirtiest pan with a single bottle of Fairy, live in front of consumers and reporters.

Explain why the method of promotion was most relevant to the product or service.

Local insight: Turkey is famous for its exquisite fish cuisine. Food Festivals are very common in different geographies. Fried anchovy is a traditional meal in Turkey, which housewives prefer to eat out of home, as to avoid the fish grease cleaning pain.

We teased consumers via print and tailor made copies to create excitement. Our event was broadcasted live on the huge digital screens positioned in the city’s most crowded public squares. We announced the results of the event on TV and print via advertorials and endorsements.

Describe the success of the promotion with both client and consumer including some quantifiable results.

45,000 consumers attended to the Fest in one day (more attendance than a Metallica concert!). Thanks to the central location, 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 a month ago and volume share reached its highest ever level (13.5% in only month 8 of the launch).