Motion sensors were installed at both ends of the aisles where Dove’s hair care range was located. Every time a shopper approached the product range, the evocative new jingle from the TV and radio campaigns began to play. This drew her attention and reminded her to buy Dove.

The success of this small-scale, small-budget trial has introduced a new medium to marketing in Turkey. It took place in just two supermarkets in Istanbul:

o More than 26,000 people heard the jingle in-store during the one-week campaign.

o Sales increased a staggering 64% from the previous week.

o This innovative new medium is now being emulated across Turkey.