In order to dramatize the benefit (eliminates food odors from clothes) and call the consumers’ attention to the new Arçelik’s washing machine, we put clothes in foam trays in a way that they looked just like meat packs. We placed them in the meat section of the groceries, together with real meat products and with a sticker saying 'get food smells out of your clothes with the new Arçelik’s laundry machine'. This way, every time a shopper was choosing the meat for tonight's dinner at the market’s fridge, they would find a message about the new Arçelik’s washing machine.

Observing the target’s reaction in the point of sales we could see that the communication called the consumers’ attention to the Arçelik’s new washing machine with steam power and presented the benefit in a memorable way. In one of the stores where the communication took place, we did a small research with 100 shoppers right after they left the check-out. From the total amount of consumers, 52% said they saw the communication (spontaneous awareness). From the shoppers who bought meat and visited the meat section, 80% spontaneously mentioned the communication and 89% confirmed they saw it after we mentioned it (prompt awareness). From those who saw the communication, 70% said they got interested and would look for more information about Arçelik’s new washing machine with steam power.