Cannes Lions

FAIRY

AFF ISTANBUL / PROCTER & GAMBLE / 2012

Overview

Entries

Credits

Overview

Description

Challenge:Prove that Fairy dissolves grease even in the cold water to as many people as possible.Solution:Wash a giant saucepan that’s dirty with the grease of a traditional meat dish, in ice cold water in front of thousands of consumers and a notary public.

Execution

The activity was announced at Istanbul’s the most populated squares by guerilla marketing.65,000 product samples were given away.The activity quickly gathered media’s attention. News that 3 tons of meat will be fried in a 2.2 metres wide saucepan achieved media coverage both on TV and in newspapers.During the activity, ice cubes were thrown in to the saucepan to prove the claim.The claim that Fairy is effective even in the cold water was approved by the notary public who was present in the activity.All fried meat was served to the guests.Beloved celebrity Berna Laçin was invited to entertain the guests.

Berna Laçin spiced up the activity with contests and tests.People had fun dancing and enjoying their delicious meals. They also witnessed that dirty saucepan being washed in cold water with Fairy.

Outcome

57,000 participants (Twice the size of Bon Jovi’s concert in Istanbul)Thousands of consumers enjoyed their meals while witnessing Fairy’s success in Turkey’s biggest direct marketing event.Great media coverage on TV channels and Newspapers was achieved.The activity was broadcast live on some of main national TV channels.4.500,000 impressions

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