Yumoş: Street

Yumoş, a laundry detergent brand, installed colourful streetlights in a famous Istanbul street with a Wi-Fi system to drive reach and awareness, be the talk of the town and deliver the detergent brand’s message of “There is no Better at Colour Care!”.

Brand: UnileverAgency: Wunderman Thompson TürkiyeRegion: EMEA

Strategy

Objective

Driving reach and awareness and being the talk of the town with the most disruptive experiential OOH activation to deliver the “There Is No Better at Color Care!” message.

Target Audience

In 2021, Yumoş announced its new detergent portfolio to its main audience to increase awareness. In 2023, in its first year of campaign, we changed our communication route with “There is No Better” to gain share from the competition with superiority and core benefit delivery strategy to build expertise. We have changed our communication route to...

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