Brief
It can be difficult to get some odors out of clothing even with thorough washing; especially the food odors. Arçelik’s new washing machine with steam sensor, helps you to get food smells out of clothes easily with steam power.
Execution
Execution
In order to dramatize the benefit (eliminates food odors from clothes) and catch the consumers’ attention we put clothes in foam trays in a way that they looked just like packaged meat products. We placed them in the meat section of the groceries, together with real meat products and with a sticker saying “get food smells out of your clothes”. This way, each time a consumer goes to the shelf to choose a meat product for tonight's dinner, he would find the message about our product benefit.
Results
Results
Observing the target’s reaction in the point of sales, we could see that the communication caught the consumers’ attention and delivered the benefit in a memorable way.
Crystal Apple 2014
Silver Apple / Outdoor / Durable Consumer Goods Category
