Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: PROCTER & GAMBLE
Product/Service: FAIRY
Media Agency: STARCOM ISTANBUL, TURKEY
Householdcare Marketing Director: Uluc Ayik (Procter & Gamble)
Brand Manager: Ahmet Yücel (Procter & Gamble)
Householdcare And Health/Wellbeing Brand Operations Group Manager: Asli Sudor (Procter & Gamble)
Household Care Brand Operations Integration Manager: Seden Efe (Procter & Gamble)
Assistant Brand Manager: Burcu Soykurum (Procter & Gamble)
P/G Account Director: Okan Ozcan (Starcom)
Householdcare And Health/Wellbeing Category Supervisor: Imer Kamadan (Starcom)
Communication Planner: Can Şenses (Starcom)
Account Executive: Burcu Firat (AFF Dm Agency)
Account Executive: Burcin Kochisarli (AFF Dm Agency)
Creative: Ali Umut Atay (AFF Dm Agency)
Creative: Nese Yahya (AFF Dm Agency)
Creative Director: Altug Algur (Alaaddin Adworks Digital Agency)
Account Dircetor: Selin Mitrani (Alaaddin Adworks Digital Agency)
Creative Group Head: Ozge Ekin (Alaaddin Adworks Digital Agency)
Account Executive: Zeliha Doygun (Alaaddin Adworks Digital Agency)
Account Director: Elsa Altaras (Grey)
Account Executive: Selen Yaslı (Grey)
Account Executive: Anil Olcer (Grey)
Media placement: Live Event - Istanbul, Besiktas - 24 September 2011
Media placement: Advertorials - TV - 15 September-1 November 2011
Media placement: Print Campaign - Print - 15 September-1November 2011
Media placement: Digital Campaign - Digital - 15 September-1November 2011
Insights, Strategy & the Idea
Researches revealed that even Fairy’s intriguing grease cutting claims, consumers continued to advocate their mothers’, even grandmothers’ brands. Disapproval from elders and the subsequent tension blocked widespread acceptance. Was familial discord worth the price of product acceptance? Hardly.
Our local insight was the fact that Turkish housewives love to show their expertise in culinary chores via preparing traditional epic meals. They prefer to cook in family gatherings and celebrations. However, cutting the grease is a real pain. Therefore, they cook simple meals to avoid the hard work.
Our idea is to create a live miracle in front of the very eyes of all generations to show Fairy’s real power, glorifying family gathering moments and ignite elders’ senses.
Our strategy is to draw on new and old methods that could create a “miracle” and reach all generations. So, we created Turkey’s biggest traditional meal celebration fests ever!
Creative Execution
We designed Turkey’s biggest epic traditional meal celebration fests and created exiting challenges that a dishwashing detergent ever faced.
First came “Bean Fest”. Later, “Fried Anchovy Fest”
And this year, once again, people have gathered to see the ultimate miracle. This year Turkish housewives selected the ultimate greasy traditional meal. The Roasted Meat. Challenge accepted! We invited public to the live miracle and spread the word with TV, print, YouTube and Facebook call to action videos to reach all generations.
We prepared the most exciting event of the year. The Roasted Meat Fest. With officials on hand and reporters broadcasting live on TV and internet, Fairy cut 3 tons of Roaster Meat grease even in cold water from the biggest pan.
All generations witnessed Fairy’s power and became the part of a real Fairy tale. Viral videos were created to course through the society and reach more levels of consumers.
Results and Effectiveness
The Roasted Meat campaign pushed brand awareness by 63%. Volume share reached its highest level. After Fried Anchovy Fest, for the first time, Fairy grabbed leadership in small size segment. After Roasted Meat Fest, Fairy extended its leadership.
It hosted 57,000 consumers in one day, and 7.5 million more consumers were exposed to the event as news not advertising. Experts placed the value of the exposure at nearly $500,000.
Fairy once again validated its reason of being: A family’s miracle against the toughest stains. The new essence of happy family gatherings now comes from Fairy!