Cannes Lions
OMD TURKEY, Istanbul / ULKER / 2005
Overview
Entries
Credits
Execution
Sampling alone wouldn’t build loyalty among young adults. We needed to show the brand as part of their lives.We generated presence at the beach club by placing branded giant beach-cushions and erecting a unique Golf ice-cream stand.‘Golf Summer Hits’ was then broadcast daily including regular ice-cream giveaways to demonstrate the range of ice-creams available. The show was fully branded with specially designed idents, and the association with summer music built a powerful emotional link to the brand.
Outcome
The beach sponsorship cost US$25,000 reaching 114,276 visitors who bought US$10,000 of Golf ice-cream. Number 1 broadcast 196 hours of ‘Golf Summer Hits’ for free. In 2004 Golf increased its young adults market share 7.3% to 20.9% and now leads within this segment. ‘Summer Hits’ will be back for 2005.
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