Winners & Shortlists

IS IT KAYT OR KOYT?

TitleIS IT KAYT OR KOYT?
BrandVODAFONE TURKEY
Product/ServiceTELECOMMUNICATIONS
Category A03. STORYTELLING
Entrant Company PLASENTA CONVERSATION AGENCY Istanbul, TURKEY
Advertising Agency PLASENTA CONVERSATION AGENCY Istanbul, TURKEY
Credits
Name Company Position
Cem Batu Plasenta Conversation Agency Director
Evren Doğrar Plasenta Conversation Agency Creative Director
Ödül Küçük Plasenta Conversation Agency Strategist
Gözde Balkan Plasenta Conversation Agency Account Director
Cansen Zoga Plasenta Conversation Agency Community Manager
Aslı Soylu Plasenta Conversation Agency Senior Copywriter

Creative Execution

We aired kaytmikoytmu.com in 1 day with an extraordinary real time action. The website provides the pronunciations of the commonly misspelled names of football players. With the right timing, the website attracted a lot of users without any media investment. In addition, we created content for prominent related platforms to meet with a larger audience.

The website was visited by 7500 unique visitors within the 4 hours of its launch, without any media investment. With providing content to the related platforms, we made it possible to reach 22.900 unique users within 3 days. The visitors spent an average of 88 seconds on the website. Users listened to the pronunciations for 234.516 times through different platforms. We managed to reach to 3.7 million users with this real-time campaign. By the way, both Kayt and Kuyt are true.

Vodafone’s latest celebrity was Firkret Kuşkan, whose name is commonly misspelled as Fikred, which was being used in commercials as a humor. Meanwhile, the anchorman’s false pronunciations of the football players’ names during the World Cup has become a trending topic that all the people in social media was buzzing about in Turkey. At the time, we were building our social media communication on the idea of ‘easiness’. The idea was to position Fikred as the one to provide the correct pronunciations as he did in the TVC. We link the conversation to Vodafone’s advertisement by an extraordinary real-time action to boost engagement.