In a typical Ramadan night, families go out together and enjoy Nostalgic Ramadan Entertainments. Hence we see this routine as a chance to meet women creating their own products with families that are more receptive to Ramadan’s values about sharing and supporting each other. In line with this, we helped women to overcome challenges of being a woman entrepreneur in Turkey with the collaboration of Halkevleri which is a charity responsible for supporting the community. With this approach, we came up with a multi-branded outdoor activity catching families to increase engagement and help the women for contributing the family budget.

P&G brands are part of everyday routines of families in Ramadan and Bairam. So we linked their benefits with these special days. We customized our exiting claims in light of that and came up with new ones like “Best Bairam Shave (Gillette)” and “100% whiteness in tables and clothes (ALO)” etc.

We designed “Ramadan Fest” roadshow in the center of the activation, providing “Nostalgic Ramadan Entertainments” linking with brands’ benefits which were highlighted by new claims.

The Ramadan Fest took place in 14 different locations all around the country for 17 days during Ramadan and all the campaign ran according to the original plan.

As a result of the campaign, 900k 1-1 reach and total coverage of 8 million are obtained.

In Adana Region, Value Share (vs. pp) is increased +0,9 pts and Volume Share increased +2,2 pts.

In Erzurum Region, Value Share (vs. pp) is increased +1,8 pts and Volume Share increased +2,0 pts.