Alongside the release of “Dale Don Dale” by Don Omar on Turkish radio stations, we intended to strengthen the emotional bond and make listeners feel more involved. Hence, we sponsored the song and placed a brand message using testimonials at the beginning and the end of the track. We conveyed the message that there is an Elidor suited for everyone’s needs and ensured its translation into entertainment property that consumer wants to engage with music.

As a part of 360° communication, the radio campaign contributed to the slight increase in generated sales, also in household penetration and loyalty from 22% to 24% for Elidor. It helped enhance Elidor's profile as being an innovative and trendy brand; also differentiated Elidor by “always doing new things” statement.