SMARTVIDEO ADVERTISING FOR TURKCELL
Title | SMARTVIDEO ADVERTISING FOR TURKCELL |
Brand | TURKCELL |
Product/Service | TURKCELL MOBILE DEVICES AND PLANS (PREPAID / TOP-UP) |
Category |
A05. USE OF DIGITAL IN A DIRECT MARKETING CAMPAIGN |
Entrant Company
|
SUNDAYSKY New York, USA
|
Advertising Agency
|
SUNDAYSKY New York, USA
|
Credits
Yaniv Axen |
Sundaysky |
Chief Technology Officer |
Guy Atzmon |
Sundaysky |
Vp Creative |
Elad Ben/David |
Sundaysky |
Creative Director |
Mor Segal |
Sundaysky |
Advertising Team Leader |
Bugra Celik |
Turkcell |
Digital Marketing Professional |
Lior Bronshtein |
Sundaysky |
Customer Success Director |
Elad Safdieh |
Sundaysky |
Project Manager |
Amit Levran |
Sundaysky |
Solution Architect |
The Brief
Leveraging SundaySky’s SmartVideo technology, Turkcell sought to bring back customers and site abandoners (prospects) to Turkcell.com.tr to convert and make a purchase. The SmartVideo Advertising campaign delivers personalized video ads, generated in real time based on key historical and situational data attributes of the customer. The target audience was both new and existing customers, as well as future customers (prospects). The SmartVideo Advertising program covered all customers who visited Turkcell.com.tr and appeals to those in the consideration and intent stages of the acquisition cycle, enabling Turkcell to capture otherwise lost prospects.
Creative Execution
The creative execution of SmartVideo Advertising allows for every Turkcell mobile device and prepaid/top-up plan to be individually featured within a video advert, including the most up-to-date prices, features of the product and product info (text, images and videos). The strength of the program lies in the personalized, real-time and scalable delivery of SmartVideo Advertising. While each video ad is individual and unique to the customer, every video opens with a scene highlighting the advantages and benefits of the Turkcell brand.
Describe the creative solution to the brief/objective.
Turkcell selected SmartVideo Advertising as the creative technology solution to create each individual video advert in real time, supported by scenes defining the ad content based on Turkcell’s product, brand and website unique selling propositions. SmartVideo Advertising programs have proven to address performance and brand advertising objectives, delivering a measurable increase in brand engagement with a highly relevant audience, as well as incremental conversion and revenue impact. For Turkcell specifically, SmartVideo Advertising was deployed to drive incremental lift in device and top-up purchases and improve brand awareness.
Results
Turkcell’s SmartVideo Advertising program generated exceptional performance, with a 4.4 times incremental return on investment (ROI). The click-through rates (CTR) of the video ads were 6.34 percent, significantly higher than industry standards of 1 percent. The program brought customers back to the site to make a purchase, driving a conversion rate of 0.83 percent. Additionally, because SmartVideo Advertising programs optimize and improve over time based on a self-learning algorithm, over the course of four months, Turkcell’s video ad CTR more than doubled (from 2.96 percent to 6.34 percent) and the conversion rate more than tripled (from 0.24 percent to 0.83 percent).