Category: Best Localised Campaign
Advertiser: PROCTER & GAMBLE
Product/Service: HEAD&SHOULDERS
Media Agency: STARCOM ISTANBUL, TURKEY
Marketing Director: Taygun Gunay (P&G Turkey)
Hair Care Category Brand Manager: Fidan Bayindir (P&G Turkey)
Head/Shoulders Assistant Brand Manager: Selin Colkesen (P&G Turkey)
Brand Operations Team Leader: Tuba Altunterim (P&G Turkey)
Direct Marketing Manager: Nazli Gurdamar (P&G Turkey)
Er Manager: Ayca Demirci (P&G Turkey)
Brand Operations Team Group Manager: Aysegul Eruzun (P&G Turkey)
Brand Operation Integration Manager: Nil Senver (P&G Turkey)
Hair Care Category Communication Planner: Berkan Tunaboylu (Starcom Mediavest Group Turkey)
Hair Care Category Communication Supervisor: Ayse Ketenci (Starcom Mediavest Group Turkey)
Starcom P&G Cpa Director: Okan Ozcan (Starcom Mediavest Group Turkey)
Media placement: Social Media - Facebook - 1 December 2011
Media placement: Outdoor - Installation & Event - 21 April 2012
Insights, Strategy & the Idea
One …
Two …
Three.
Three seconds is all it takes to make a first impression. In that time, you may only get one look, but that is all you need. In the most confident people, though, you can see exactly who they are – sophisticated, purposeful, outgoing. In Turkey, there’s a saying for these people, translated, they’re called “people of whose a statue should be erected” or simply “exemplary” people. Head & Shoulders (H&S), by eliminating dandruff, wants to help people become exemplary and we wanted to emphasise how important it was to be there.
We set out on a quest to find those people, to find Turkey’s exemplary man and woman, people that are inherently admired and inspire others as soon as they meet and make them the symbol of H&S. And erect a statue in the centre of Istanbul in their honour.
Creative Execution
We started a national search looking for these people, the “people of whose a statue should be erected,” and called all self-confident people to join us. We began on Facebook by creating a simple mechanism: Upload your dandruff-free photo, meet random people for three seconds, tag them with our predefined attributes (i.e. beautiful, smart, energetic etc.) and say if he/she is the exemplary person we are looking for.
Once our contest finished, we found a man and woman the rest of the country voted as our exemplary people and erected statues in their honour. In Taxim Square, the centre of Istanbul and Turkey’s most important place, the entire country witnessed statues getting erected to signify people who emit incredible self-confidence and make a great first impression … all thanks to H&S. People who best exemplified our pre-defined attributes also received statues as well: bobbleheads representing their H&S characteristic.
Results and Effectiveness
We have erected 2 life-size statues to Taxim Square and 15 bobbleheads to people desks.
For the first time, we owned and embodied one of the most impressive Turkish expression.
App’s monthly active users reached 65,000. H&S page has got 16,000 new fans (+14%) during the contest and 6,000 (+650%) talked about this.
Unaided Brand awareness increased by 20% and reached its peak vs. L3M.
Value and Volume shares reached their peak in Jan ’12 vs L3M w/ +10%. H&S has got 2x more volume share and 3x more value share than its primary competitor.