| Title | ONE TURKCELL |
| Brand | TURKCELL |
| Product/Service | PERSONALISED DIGITAL CUSTOMER EXPERIENCE |
| Category |
C03. USER EXPERIENCE |
|
Entrant Company
|
R/GA London, UNITED KINGDOM
|
|
Advertising Agency
|
R/GA London, UNITED KINGDOM
|
Credits
| Adrian Olaru |
R/GA London |
Senior Open Standards Developer |
| Andrei Brebulet |
R/GA London |
Quality Assurance Engineer |
| Beth Brigden |
R/GA London |
Senior Producer |
| Brenda Mccarthy |
R/GA London |
Executive Producer |
| Clara Tudela |
R/GA London |
Visual Designer |
| Dom Geargeoura |
R/GA London |
Senior Open Standards Developer |
| Gabriel Dobritescu |
R/GA London |
Senior Quality Assurance Engineer |
| Gabriel Totoliciu |
R/GA London |
Open Standards Developer |
| Ilia Uvarov |
R/GA London |
Creative Director |
| James Temple/George Prest |
R/GA London |
Vp/Executive Creative Director |
| Liz Jarvis |
R/GA London |
Group Account Director |
| Ludvig Sandstrom |
R/GA London |
Associate Experience Designer |
| Mihnea Belcin |
R/GA London |
Open Standards Developer |
| Mircea Georgescu |
R/GA London |
Open Standards Developer |
| Phil Hawksworth |
R/GA London |
Technical Director |
| Razvan Pavel |
R/GA London |
Open Standards Developer |
| Richard Baxter |
R/GA London |
Design Director |
| Simone Cucchi |
R/GA London |
Visual Designer |
| Stuart Tayler |
R/GA London |
Experience Design Director |
Creative Execution
The new experience was promoted primarily through earned and owned channels – via direct-to-consumer SMS, social media, industry publications, at Turkcell events and the Apple App store.
Turkcell customers have fully embraced the new solution. Every single metric has increased by a substantial margin. Mobile and tablet traffic increased by 200%, online transactions increased by 100%, device sales increased by 200%. The mobile app has become an immediate hit reaching a top spot in the App Store (second only to the Google App).
Based in Istanbul, Turkcell is the largest mobile phone company in Turkey. Turkcell needed a world-class solution to provide the best utilities, entertainment and innovation to its 35 million subscribers.
The ambition was to make the relationship between a customer and its carrier more rewarding and, ultimately, more human.
The ask was to develop a brand system that would unify the presentation and behaviour of products, services and platforms via a signature UI framework that would encourage consistency and flexibility ensuring One Turkcell is always a fun and elegant user experience.
One Turkcell has redefined how Turkcell connects with customers. From little things like browsing products and understanding the differences between different options to bigger things like getting recommendations, understanding your bill and, ultimately, making the right choices – the new experiences has introduced a whole new level of transparency and trust between the operator and its customers.