Winners & Shortlists

SMARTVIDEO ADVERTISING FOR TURKCELL

TitleSMARTVIDEO ADVERTISING FOR TURKCELL
BrandTURKCELL
Product/ServiceTURKCELL 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
Name Company Position
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).