The biggest challenge in this category is increasing competition year-on-year. This means clutter has also become a concern. However, recent regulatory changes too have created a ‘new world’ in TV. The biggest loss was in premium positions. All special ad positions (L-screens, generics, line-ups, infomercials, etc.) were scrapped. Special 23-second ad spaces were created to increase premium usage and RF. So, we adapted our strategy to this new environment and turned it to our full advantage.

‘Oyle Bir Gecer Zamanki’ is the most-watched local TV soap opera in Turkey. Our targets, women with children, look forward to every episode with excitement. It is unmissable television and has resulted in the child actor (who plays ‘Osman’ in the series) being a national celebrity. This means our audience is already there. Therefore, we used the admiration for Osman to influence the thinking of mums on the issue of kids getting dirty. They see Osman as a role model for their own children’s behaviour. So if he gets dirty when playing, their kids can get dirty too.

-Omo’s highest ever brand awareness score of 85% (Source: Millward Brown)-The ‘most loved’ TV commercial in the FMCG category (Source: Mediacat)-The ‘first brand that comes to mind’ in the detergent category (Source: AC Nielsen)-Market share soared to 26.7% (Source: AC Nielsen)-ROI was 174% on media spend-Brand equity was the highest in the category, rising by 17% (Source: Millward Brown)