The strategy behind the creative solution was to give the most stretchy side bands message with the perfect context match of the stretching mechanism of an elevator in its every up and down movements. As a branding bravery, a giant elevator in the center of biggest Shopping Mall of Turkey (2nd in Europe), was used to support our distinguishing claim in a very eye catching way. Using our message “The stretchiest side bands ”, we attached a stretching banner to this central elevator (18mt. height); which perfectly visualizes the stretching of the bands of the diaper with stretching movements of the elevator. We achieved a strong content – context match.In order to amplify the effect of our message, apart from the elevator, every relevant corner of the mall like baby diaper changing rooms, baby stores, caterpillar train, posters, outdoor LED screen and plasm TVs were also branded.

Prima Elevator Branding, together with other touch point coverage, were exposed by more than 2 MM women during the campaign period.

According to campaign/benefit recall analysis, implemented by P&G Consumer Market Knowledge Department, Prima’s unique benefit of “The most flexible bands” attribution score hit to 61% just after the campaign. Prima hit to its Highest Ever Volume Share since 2001 with 34.0 points!