Arçelik: Dry bunny, dry

Arçelik, a household appliance manufacturer, launched a campaign in Turkey to shift the mindset of consumers who see dryers as a luxury item, increase dryer market penetration and overcome the prejudice that dryers ruin belongings.

Campaign details

Category: Insight That ExcitesAward: SilverBrand: ArçelikAgency: BLABMedia Channels / Touchpoints: Digital Media

Where were we?

Almost every house in Turkey had a washing machine, but not every house had a dryer. Arçelik, the industry leader in the durable consumer goods market, believed that the dryer market was far from reaching saturation, and that there could be a dryer at every household at some point, just like every home now has a washing machine.

Why were we there?

General consumer perception was that "drying machines damage clothes". For this reason,...

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