A clean sweep for Jif in Turkey - Promotion

Although Jif (spelt Cif in Turkey) enjoys a high level of brand awareness in the country’s major cities, this awareness decreases in small to medium-sized cities. Unilever asked the Istanbul agency Green Active PR to devise a campaign to strengthen its reputation in these areas and address environmental issues. The result was the Jif cleaning train - a branded train containing a team of cleaners which toured Turkey, cleaning historical city monuments.

Although Jif (spelt Cif in Turkey) enjoys a high level of brand

awareness in the country’s major cities, this awareness decreases in

small to medium-sized cities. Unilever asked the Istanbul agency Green

Active PR to devise a campaign to strengthen its reputation in these

areas and address environmental issues. The result was the Jif cleaning

train - a branded train containing a team of cleaners which toured

Turkey, cleaning historical city monuments.



Objectives



To boost awareness of Jif in small to medium-sized Turkish cities.



Tactics



Green Active PR used Turkish state income statistics to determine the

train’s route. Twenty-six cities were selected according to their

average yearly income. The locomotives were prepared to supply the needs

of 40-50 staff for 65 days. They included a team of 11 cleaning

personnel, six roller-bladers, and a photographer and cameraman to feed

information back to the national media in Istanbul.



The wagons were covered in a white layer to represent Jif’s cleanliness

and the train was decorated with product logos and illustrations of the

Jif team. Unilever produced a commercial announcing the activity on all

local TV stations, 535 billboards and 100 banners which were used to

decorate each city a week prior to the train’s arrival.



The campaign was launched at a press conference on 1 March by the

Turkish minister of transportation, Necdet Menzir. Before it entered a

city, a team went ahead to organise a reception which included local

bands, local dignitaries and the media.



After each reception and press conference, the Jif Team marched through

the city streets holding banners which read ’Let’s keep our streets as

clean as our homes’ to the predetermined cleaning location. Jif

commercial jingles played while they cleaned and the roller-blade team

distributed product samples and a Jif information leaflet. Following

this, a 30 minute show took place featuring Jif TV commercial characters

and a ’cleaning game’ where housewives were able to win prizes by

demonstrating how Jif cleans surfaces.



While the train was setting up for the next city, in-store promotional

activity kicked off including instant win stratch cards.



During the campaign, organised by Green Active’s president Azade Basaga,

well-known monuments such as Hadriyan’s Gate in Antalya and the Clock

Tower in Izmir were cleansed.



Results



According to the analysis carried out by research company Zet Nielson,

the campaign and its associated media coverage increased spontaneous

brand awareness by 20 per cent. The number of people who said they would

buy Jif in the future also increased by five per cent and Jif gained a

five to eight per cent market share in the visited regions.



Green Active won a gold award from the International Public Relations

Association (IPRA) for the programme. It will be repeated each year for

five years until almost all of Turkey is covered.



Approximately 10 per cent of the budget was directed towards planning,

while the amount allocated to evaluation is not known.



Verdict



Intensive TV advertising and sales promotion, which was handled either

by Unilever or external agencies, makes it tricky to assess PR’s

contribution to increased brand awareness. However the agency did find a

novel way to bring Jif to the public’s doorsteps, emphasised its

cleaning effectiveness and built an image of a caring brand all in one

go.



Client: Turkish Unilever Group

PR Team: Green Active PR

Campaign: The Jif Turkish cleaning train campaign

Timescale: Aug - Oct 1997

Cost: undisclosed



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