| Title | WHO HAS CALLED? |
| Brand | TURKCELL |
| Product/Service | TURKCELL |
| Category |
A08. USE OF MOBILE DEVICES IN A MEDIA CAMPAIGN |
|
Media Agency 2
|
MINDSHARE Istanbul, TURKEY
|
|
Entrant Company
|
MINDSHARE Istanbul, TURKEY
|
|
Media Agency
|
MINDSHARE Istanbul, TURKEY
|
Credits
| Volkan Yazici |
Mindshare Turkey |
Digital Manager |
| Erdi Vahid |
Mindshare Turkey |
Mobile Executive |
| Bora Basman |
Turkcell |
Digital Manager |
Results and Effectiveness
This adaptive, targeted approach meant many Turkcell customers subscribed instantly. More than 84,000 users clicked through the banner generating significant growth in service subscriptions. By targeting the moment of need, we achieved a 25% better performance than is possible using similar mobile models. Altogether, our banner created more than four million impressions.
Creative Execution
We had the opportunity, using an SDK embedded in mobile applications, to detect users with low battery levels. In this way, we could alert them to the impending shutdown of their mobile. So we chose to use six of the most popular apps, with total weekly visits of over 25 million, to detect battery levels and alert users when necessary. When the SDK detected a user with 20% battery levels or lower, a full-page banner ad popped-up on their screens promoting a subscription to the ‘Who has Called’ service. We added urgency to the situation by ensuring the banner itself could also detect battery levels. So the ad could display an accurate real-time estimate of ‘time until battery shutdown’ on the banner. In the call to action, we explained they could simply click now and start subscribing to ‘Who has Called’ and ensure they wouldn’t miss any important calls.
Insights, Strategy and the Idea
Turkcell is Turkey’s leading GSM operator. Its ‘Who has Called?’ service allows customers to find out who called them while the battery in their mobile was flat or their phone was switched off. The problem was, few customers were subscribing to it. So we reminded users of the service at the time of greatest need – just before their battery goes flat. Using a new technology to detect the time left in their battery, we saw an opportunity to use a full-page banner ad to alert users to the exact time they had remaining on their battery in real-time. With a simple click through on our ad, they could sign up to the ‘Who has Called’ service, and never miss an important call again.