Cannes Lions

IPANA TOOTHPASTE

SESLI HARFLER, Istanbul / PROCTER & GAMBLE / 2011

Overview

Entries

Credits

Overview

Execution

We started an audition campaign to be a star in the nation's leading youth TV Series. Consumers submitted their smiling photos to IPANA’s microsite. Only 1 person could star in the series. We wanted more consumers to live this experience. Using green screen technology for the first time in an interactive advertisement, we shot 8 scenes from the series (with IPANA placement) with the lead actress, ensuring the content was tailor made for different consumer segments like teens, young women, etc.

In special sets built in shopping malls, we shot videos of consumers improvising these scenes as if across the actress, drawing huge crowds. Product samples were distributed. Oscars were awarded to participants.

We announced the campaign on- TV; with the lead actress revealing how she was discovered thanks to her confident smile, -official webpage and fan pages of the series, -online via banners and paid search, -in store,-billboards.

Outcome

We posted these personalized consumer episodes on our audition microsite, TV series’ fan pages and top video-sharing sites, while the consumers posted them on their social networks.3500 consumers starred in the TV series with the lead actress. The campaign website reached 1 million unique visitors in 40 days, despite not having a Facebook fan page. Consumers distributed their videos virally 300,000 times on the net. 80,000 consumers applied to become stars. Consumer awareness increased with a great field exposure (1,5 million) and the interactive execution. IPANA WHITENING reached its highest ever share of 44% (+5% vs year ago).

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