Yumos Detergent needed to stand out in a highly competitive household care market dominated by price-driven decisions and conventional ads focused on product features.
Although Yumos is already known for its softness, the challenge was to create deeper emotional connections with consumers, moving beyond product utility to brand love and affinity.
The name of the campaign was “The new Yumos Extra is out”, so we really took Yumos out, I mean on the street. We created two installations in the most famous and prestigious neighborhood of Istanbul.
In the heart of Nisantasi, a prominent building and street was covered with colorful, oversized Yumos teddy bears hanging from the balconies, each representing the softness and care Yumos brings to clothes.
The installation created an immediate buzz with its whimsical and eye-catching design.
By turning softness into a visual and emotional experience through this bold, larger-than-life installation, Yumos successfully reinforced its brand positioning in a highly memorable way. The campaign connected with consumers on a deeper emotional level, making the softness promise of Yumos unforgettable and setting a new benchmark for creative outdoor advertising in Turkey.
