Category: Best Use of Branded Content & Sponsorship
Advertiser: PROCTER & GAMBLE
Product/Service: IPANA
Media Agency: STARCOM ISTANBUL, TURKEY
Beauty/Grooming Associate Marketing Director: Taygun Günay (Procter & Gamble)
Brand Operations Associate Marketing Director: Tuba Altunterim (Procter & Gamble)
Ipana Brand Manager: Gülhande İşbilir (Procter & Gamble)
Ipana Assistant Brand Manager: Seda Savas (Procter & Gamble)
Health And Wellbeing/Hhc Brand Operations Group Manager: Ozge Erdem (Procter & Gamble)
Health And Wellbeing/Hhc Brand Operations Group Manager: Asli Sudor (Procter & Gamble)
Beauty/Grooming Brand Operations Integration/Direct Marketing Manager: Gamze Atmaca (Procter & Gamble)
P/G Group Director: Okan Özcan (Starcom)
Health/Well Being And Householdcare Category Supervisor: İmer Kamadan (Starcom)
Health/Well Being Senior Communication Planner: Müge Özen Dağdeviren (Starcom)
Media placement: TV- 7 Program Integration - Show TV-The Voice - 15 January 2012
Media placement: TV Spot Plan - 2600 Spots - Show TV, Kanal-D, Fox, Star, TV8, Kral-TV, Cnbc-E - 23 January 2012
Media placement: DM - 1/1 Activity - 6 SMs Across Turkey - 1 February 2012
Media placement: Digital Plan - Social Media, I-Media, Search Plan, Twitter - 15 January 2012
Media placement: Magazine Plan-8 Magazines - Vogue, Instyle, Elele, Elle, Hey Girl, All, Cosmopolitan, Cosmogirl - 1 February 2012
Insights, Strategy & the Idea
Youth feel the need to always look their best since their picture can get uploaded to social media at any moment. Their need to stand out and be noticed drives this desire, but that’s difficult when the rest of the crowd is trying to do the same.
Oral care is a low involvement category in Turkey but with an expanding youth population, Ipana toothpaste realised how a bright smile could actually be a unique way to separate from the crowd. Looking for ways for individuals to separate themselves in media, we looked for inspiration from talent shows as a way for people to stand out and get noticed. In Turkey, the most popular talent show currently running is “The Voice,” and our idea was to Ipana behind “The Smile of The Voice.”
Creative Execution
Beginning as a concept of “The Smile,” we integrated this as a parallel competition into The Voice with its most popular pop-idol Murat Boz as our lead. In the first leg of our campaign, actual contestants of The Voice competed with each other to become “The Smile of The Voice”
Their confident smiles while performing on the stage were voted on Facebook to designate “The Smile”.
In the second leg of our execution, we got fans of The Voice excited to become “The Smile of Turkey.” We encouraged fans to upload their shiniest smile to Ipana’s Facebook page and vote for a winner who would be featured in Murat Boz’s new music video. We also unveiled green screen booths in malls across Turkey where people could sing and dance with Murat Boz using their brightest, most confident smile.
Results and Effectiveness
In a category, where target-group engagement is low, our “The Smile” project broke all records with the coming of 302M people to our fan page in just 5 weeks.
We created the brightest smile album of Turkey with 250,000 photo submissions.
Further 1200 people sing and dance with Murat Boz in green screen booths. The videos recorded by those 1200 participants reached 1.5 million people at malls throughout Turkey and were virally distributed 300,000 times.
As a direct result of this campaign, Ipana Whitening toothpaste increased its market share in Turkey by 1, 5 percent (+1, 5%).