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.
To boost awareness of Jif in small to medium-sized Turkish cities.
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.
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.
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
Client: Turkish Unilever Group
PR Team: Green Active PR
Campaign: The Jif Turkish cleaning train campaign
Timescale: Aug - Oct 1997