Cannes Lions

MAGNIFICIENT CENTURY’S MAGNIFICIENT HAIR IS CONSIGNED TO ELIDOR’S EXPERTS!

MINDSHARE, Istanbul / UNILEVER / 2013

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

Three TV advertorials featuring key cast members from the Magnificent Century told the story behind the Elidor products.

Then our experts went to MC’s set and educated their hair stylists about hair care. Vogue Turkey’s March edition featured advertorial’s and photoshoots from the on-set styling sessions.

An on-pack competition supported with digital and radio spots voiced by Meryem Uzerli (a famous Turkish actress) gave 14 winners to chance to visit the film set.

And a photoshoot in Vogue Turkey (April edition) was the prize for the winners of another competition that ran on Elidor Turkey’s Facebook page.

Outcome

The results of the “Magnificent Century’s Magnificent Hair is Consigned To Elidor’s Experts” project was amazing!

Elidor became leader again in April and still leader with 20,4% market share in February, 2013.

47,5% sales growth.

21,7% volume growth.

Reached the highest brand value and left the closest competitor 10 points behind.

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