Beyaz Kagıt San. ve Tic. A.S., Adana, Turkey: Asperox Magic Yellow Team

Total 620 words used.

The leaders of the Turkish house cleaning industry were global companies, especially when it comes to the category of surface cleaners, lot of global brands entered Turkey many years ago and that have a rich heritage come to mind as the first brands that come to mind. Asperox Magic Yellow, was designed by examining consumer needs for the category of big and established players, with a formula that will dissolve the toughest oil and dirt and be effective on any surface in a short time, and with a power that refers to performance. This is where the brand name “Magic Yellow” comes from, because the labor behind the product can undermine the promise of being strong. Consumers use different products for different surfaces. We wanted the consumer to use it on all surfaces, to be effective on every surface and to have an effect in seconds. While we were cleaning, we were enjoying the result, not the process. We wanted to shorten the process of this work and make the result perfect. We positioned the product as a ‘Hero’ which removes oil and oil stains. Aim was to shorten the process and make the result perfect. After launching “Hero” product, change the perception that cleaning is only a duty and responsibility of women, ASPEROX has shifted the cleaning task from gender and focused on cleaning jobs that men also enjoy. Strated communication on all surfaces and genders. The product was a very powerful degreaser in terms of performance, the most difficult dirt was oil. We focused on issues that competitors never mentioned; We thought about how we can differentiate the product. There was a perception as if it was only for women, but men should be for this job too. 5 Different Commercials were shot. Like the message they were short and showing all 5 different surfaces in each ( Stove, Oven, Hood, Motorcycle, Barbeque).Our films start with seeing the greasy, dirty surface and present Asperox Magic Yellow. He says, "I will tell you about the Magic Yellow until he removes the oil and dirt from all surfaces," but the 5 seconds pass so quickly that his word is half-completed every time. So he freezes on the screen with a strange expression right in the middle of his speech.In a short time from its launch, the Asperox brand took the second place (16%) with the well-established Cif brand, which has been in this category for many years, as the market leader by far (52%) in its category. Asperox's revenue growth tripled after communication, increased by 300%.After communication, we achieved an incredible score. The brand, which has become the main player of the sector with the synergy it has created and its total awareness rate, «Asperox Magic yellow( %99) following this brand as the leading rival brands that stand out with their brand awareness Cif (91%) and Domestos (%89).IPSOS, Pragma, Nielsen and lot of researches companies, we have worked together to analyse the consumer expectations, product testing, the results of our communication activities. Asperox took the leadership in the category with more than 50% share and almost doubled the category. And Felis Awards have been taken as “ The Best Product Launch”, “The Best Market Developer”,“The Best Strategic Practice”  and Curious Felis Awards as a “ Who Wrote the Brand from the Scratch”.  With its groundbreaking formula and superior cleaning performance,  Asperox “Magic Yellow”, which has become a legend, managed to get its name on the “Breakthrough Innovations” list of NielsenIQ Bases in Turkey, in our country where approximately 25,000 new products are launched every year.NielsenIQ Bases' Breakthrough Innovation Superstar Award has been taken. Only 5 person have been wroked for this amazing encouragement