CEFIC - Tooth Friendly Kids Event
Company: CEFIC, Istanbul, Turkey
Company Description: CEFIC consulting company is operating in Europe since 1986 and in Turkey since 1994. CEFIC provides service with an international know-how and tailored solutions to strongly support investors, developers and tenants for the most efficient results in growth and added value.
Nomination Category: Live Event Categories
Nomination Sub Category: Best Consumer Event
Nomination Title: Tooth Friendly Kids
The date on which this nominated production was first presented:
This social responsibility project carried out by Cefic between November 4 and 13 at Carrefour Icerenköy, between November 16 and 22 at Palm City Mersin, and between November 25 and December 1 at Carrefour Bursa which are the shopping centers managed by Cefic. The project also provided Cefic for meeting its target group. Besides, having a significant effect on the brand awareness of Cefic, this project ensured the enhancement of the prestige and communication in the eye of the potential tenants through the positive graphics it had. Furthermore, during the period of the project, the shopping center footfall rose by %12 compared to the last year, indicating the interest of the target group in the project.
Describe the nominated event's communications objectives and how it met those objectives, including the event's genesis, development, performance, and results to date (up to 525 words).
In cooperation with Tooth Friendly Association, the project was fictionalized based on the necessity of dental health education to begin at very young ages. Within the scope of the project, kids were provided with information through a creative and entertaining concept sticking in their minds and the improvement of their creativity on the basis of health theme was ensured.
Supported by dentists in cooperation with Tooth Friendly Association, “Tooth Friendly Kids” project, brought dentists together with the visitors of the shopping center sharing all the things wondered about dental health with kids and parents. At the part of the activity area namely “Let’s Brush Our Teeth”, the little visitors learnt how a healthy tooth should be seen by brushing the dirty tooth on the board by the help of the teeth cleaning apparatus and experienced the tooth friendly foods through applied activities. Besides, at the area allowing them to examine a variety of dental x-rays, the little participants tried to find the teeth which had to be pulled out or the decayed ones and gained prior knowledge about the possible dental problems they might have in future. They also got to know dental braces and learnt the implementation process of the braces on the teeth.
By the help of the expert team at Tooth Friendly Association, the little visitors learnt the names and functions of the teeth and through the three dimensional tooth model set in the activity area, they practically determined the location of teeth within the mouth and teeth’s structure based on the information they got. The little visitors had a great time while practically learning the right tooth brushing techniques by the giant toothbrushes at the activity area.
At the activity area of Tooth Friendly Kids, the children had entertaining moments while trying to hit the tooth targets placed on the board and also practically learnt dental health education. Besides, at a specially designed part namely “Animals and Their Teeth” they also discovered which tooth belongs to which animal.
The little visitors designed tooth packs by means of materials such as various beads and sequins. They drew the image of the profession they wanted to be in the future on the illuminated tables at the activity area, put these images into the tooth packs they prepared, made hopeful wishes about future and delivered them to the tooth fairy. At “Tooth Friendly Kids” event which improved the creativity of the little visitors and entertained and taught them at the same time, the kids made this experience unforgettable by the photos taken with happy teeth and the “Tooth Friendly Kids” certificate given to them. As a part of the PR works of the project, the visual and digital media were effectively used and the event was put in an appearance on several media channels. During the promotion phase, the advertising value equivalency was measured at €5.316. The famous mom and baby bloggers who launched the project and participated in it with their children made shares via their own social media accounts and had an active role in the promotion of the project.
List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:
Advertising Agency: Marketing Toys & Tooth Friendly Association / Istanbul - Turkey
Creative Director: Dilay Ozdemir
Production Company: Marketing Toys / Istanbul -Turkey