Title	GNCTRKCLL APP
Brand	GNCTRKCLL
Product/Service	MOBILE APPLICATION
Category	A07. SOCIAL FOR MOBILE
Entrant Company	WANDA DIGITAL Istanbul, TURKEY
Advertising Agency	WANDA DIGITAL Istanbul, TURKEY

Name	Company	Position
Kutsal Bayraktar	Wanda Digital	Copywriter
Berry Azaryad	Wanda Digital	Account Executive
Serkan Ikiz	Wanda Digital	Leading Account Manager
Enis Baruh	Wanda Digital	Creative Director
Mert Taner	Wanda Digital	Head Of Creative
Murathan Eker	Wanda Digital	Leading Art Director
Banu Ulusoy	Wanda Digital	Art Director
Burak Günsev	Wanda Digital	Managing Partner

Creative Execution

We built a living mobile platform that utilized all of the brand's channels. We constantly managed this platform with fun and insightful content and engaged the customer. Using this mobile platform, the user could: • Get access to information regarding his GNCTRKCLL account • Get live support via Gencaver, personalized customer servcie • Win badges that would lead him to premium rewards • Benefit from brand offerings with a single click • Participate in crowdsourcing campaigns We established a gamification system that kept track of 6 million users and awarded their offline, digital and mobile interactions with special badges. These badges were linked with real-life awards for encouraging user engagement and differentiating the product from similar applications. To remind the customers that they're members of a true community, we conducted crowdsourcing campaigns that brought the youngsters together. During the brand's interactive music festival, we even provided GNCTRKCLL members with the opportunity to truly engage with the festival by changing the lightings of the stage via their mobile devices.

The application was an instant success. Although it was exclusive to club members, gnctrkcll application got into App Store Turkey’s Top 50 during the first week of release. In just a month, the application was downloaded by more than 100.000 people. %92 of these downloaders became active users. During this time, 157.000 badges were given as awards through the application. 80.000 users actively engaged with the application content. In addition to its quantitative success, gnçtrkcll application was well liked among its target users. 90% of the social media feedback was positive. The application has 4.5 stars out of 5 on App Store and Google Play. This is the highest rating any branded mobile app has achieved in the telecommunication sector in Turkey.

GNCTRKCLL, the youth club of Turkey’s leading GSM operator, provided its 6 million members with numerous services, advantages and benefits. Although well liked by the youngsters, these brand offerings no longer improved brand loyalty in an increasingly competitive market. What we were asked to do was to build a dynamic and young mobile platform that gathers all GSM and non-GSM benefits of the brand under one roof. This "one stop shop" for the youth had to enhance differentiation from the competitors, provide the club members with a unique experience and improve brand loyalty. In order to accomplish this, we needed to build a mobile platform that was not only sustainable and functional, but also engaging and fun.