We teamed up with Turkey’s most famous radio show, hosted by the funny and much-loved DJ Cem Ceminay. He got consumers calling in to vocalise the new Fruttare jingle. By separating the jingle into musical notes, we asked listeners to call in and imitate the sound of an instrument with their voices. Thousands of listeners called in to take part. Some were wonderful. Some were terrible. All of them were funny. After 10 days, we selected the best 58 and merged them to make the new Fruttare jingle. The power of radio and the task of teaching Turks how to pronounce “Frut-ta-re” had been used to create an engaging campaign that provided a major boost to brand awareness.

We successfully turned a challenge into an opportunity.Although the brand campaign on TV, outdoor and radio had been launched throughout May, this had delivered awareness of only 9%.

In June, our jingle campaign on radio took over.

We more than DOUBLED that to 20%.