Our idea was to give consumers opportunities to stand out in the crowd with their smile. Experiencing the need for a confident smile had to leverage the biggest media phenomenon of Turkey: TV Serials! We designed a branded entertainment project with the top youth TV serial of Turkey, consumers submitted their “smiling photos” on Ipana’s website (Enchantwithyoursmile.com) as an audition to land a role in the serial. Consumers got a chance to be a star by standing out with their smiles.During the series the leading actress gave tips on how she was discovered, thanks to her confident smile.To create interaction with consumers, via green screen technology, in top shopping malls, we shot videos of 3500 consumers improvising serial scenes as if they were talking to the lead actress. These consumers became the internet star of the campaign and their videos generated the viral marketing phase of the campaign.

A big smile…In a category where target group engagement is very low, “Enchant with your smile” website broke a record and got 1,000,000 unique visitors in only 40 days.The biggest smile album of Turkey; 80,000 smiling photos were uploaded to stand out with smile. 3,500 people stand out in the green screen episodes; the shoots reached 1.5 million people at malls and were distributed 300,000 times virally online.

Ipana Whitening reached its highest ever share of 44% (+5% vs year ago).