We had to create something that children could use to thank moms for their sacrifice. Moms went out of their way to create the best life for their children, so we wanted to show moms that children went out of their way to thank them. We did it when they were least expecting it – when watching TV!

With mobile application Shazam, four million Turkish users of Shazam were given the chance to thank their mothers while watching our 'Kids' TVC by giving one of the three heart-warming gifts:

- A free bouquet.

- 2-minute instant free phone-call.

- A free SMS.

Even though our first goal was to engage with the audience in front of their TVs, people could still activate Shazam and get the prizes while watching the same copy on internet and share it with their friends via Shazam’s 'share' buttons for the most-known social media websites.

The campaign has been Turkey’s first Shazam integration with TV and was met with great success.

• The TVC was tagged 16.000 times with Shazam.

• Free bouquets ran out by the 3rd day.

• 2.000 people received free phone-calls, 3.000 won free SMS's.

• Additional to PR reach, we had reached 216.000 unique viewers and 100,000 followers via organic tweets.

• 'Kids' TVC was watched 1.1m times, while Shazam-integrated TVC had 400,000 views

• On total base, number of people who remembers P&G increased by 5% and 'Thank you Mom' initiative’s awareness increased from 3% to 20%.