Turkish detergent brand Yumos used an interactive experiential activation and real-time TV poll to showcase how its product is the go-to for color and fiber protection in the wash, driving brand awareness and engagement at the same time.
The goal for this effort was driving reach and awareness, turning the Yumos brand into the talk of the town with the most disruptive experiential out-of-home activation that delivered its "There Is No Better" message.
In 2021, Yumoş announced its new detergent to increase awareness. As of 2023, the brand changed its communication strategy, adopting the tagline "There is No Better" to gain share from the competition by highlighting the product's superiority. This message needed to be delivered in a fun and engaging way, highlighting the detergent's color and fiber protection.
The target audience for this effort was men and women who are at least 25 years old and who want to be able to wear their clothes for longer by protecting the colors and fibers when washed.
The idea was built to deliver the brand's message in an experiential way to reach a wide audience and create buzz. All digital and OOH assets were designed to deliver on the message, "There is no better at color care" and to direct the audience to come experience a live street activation. Influencers were leveraged to help drive engagement and reach.
Yumos leveraged influencers, OOH, TikTok, and Instagram flights to attract people to its live street activation.
For the street activation, Yumoş bears covered all streetlamps in a famous Istanbul street where the brand installed colorful streetlights with a Wi-Fi system that could be also controlled by visitors via scanning the QR codes on them.
An AR filter was also made to attract the attention of viewers who couldn't visit the street.
During the integration in the well-known TV series Ya Çok Seversen, main characters visited Yumoş Street, and the audience was asked to choose the color of the scene through voting via remote controls, with the show reflecting the audience's preference for red in real time.
The main goal of this effort was to drive conversation and awareness while delivering the "There is no better at color care" message to a wide audience. During the activation, Yumoş Sokak was the one of the most talked about events in the country. The brand managed to build awareness of its street through delivering our core campaign message and became the talk of the town.
Yumos also managed to cheer people up with its colorful bears; further,everyone in the town welcomed the activation.
