We leveraged “Night Is The New Day” concept via owning night routines of girls at home and out of home.Concept was supported with special cinema copy in night sessions of TWILIGHT, night TVC scheduling, scenario integration at night TV serials , “romantic movie nights” sponsorship at movie channels combined with our special clip. We tapped in their night online routine and our rackets shined the nights of university campuses.On 21 December - the longest night - we hosted a pyjama party for a capacity crowd. Headlining the concert was Nil, a Turkish pop idol beloved of girls, who even recorded special Orkid jingle as part of campaign.People who purchased Orkid products won tickets, but we also promoted the concert via online & TV. We owned night-related search queries, took banner ad space, and distributed invitations via Facebook & Friendfeed.Girls enjoyed the nights with Orkid’s protection, even the longest night.

It was a great girls night out, to end a great campaign.We knew in advance that we were doing something right, because 32,000 people RSVPed via Facebook.

The actual crowd hit capacity of 4,500, many of whom came in their pyjamas, and people shared their pictures and stories over social media. Online media and magazine coverage of the event reached 8 million people.Orkid’s market share quickly rose 5.3 percentage points and the number of people answering that they had bought the product rose from 5% to 37%.

Campaign awareness results jumped 8%, from 77% to 84%.