Cannes Lions

ORKID COME CLOSER SHARE THIS MOMENT

AFF REKLAM, Istanbul / PROCTER & GAMBLE / 2013

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Overview

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Credits

Overview

Execution

Unlike the competition, we planned and executed a game to give our message and explain the new product benefit. Target consumers teamed up and tried to fit into a small car as fast as they could with maximum number of players. In this way 'Come Closer Share This Moment with Orkid' message was given to target consumer in a non-traditional fun way. Considering the fact that the target consumers were quite young, the game was the best way to give the product benefit, message and to create emotional bonding to increase awareness and reach, we connected the game with Facebook application.

Outcome

At the 'Come Closer Share This Moment' University Roadshow, we went to 25 Universities from all over Turkey -15 cities- 363,000 people sampled the product with 402,000 total one to one reach. Furthermore, what we did was the best way to give the product benefit, message and to create emotional bonding.

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