| Title | SUPER MONDAY |
| Brand | TURKCELL SUPERONLINE |
| Product/Service | INTERNET SERVICE PROVIDER |
| Category |
A04. Original User-generated Content |
|
Entrant Company
|
WANDA DIGITAL Istanbul, TURKEY
|
|
Contributing Company
|
WANDA DIGITAL Istanbul, TURKEY
|
Credits
| Enis Baruh |
Wanda Digital |
Creative Director |
| Mert Taner |
Wanda Digital |
Copywriter |
| Burcu Celenoglu |
Wanda Digital |
Socialist |
| Kerem Aygun |
Wanda Digital |
Agency Producer |
| Cansu Capan |
Wanda Digital |
Account Manager |
The Campaign
“Super Monday” is a micro-site competition for creating memes which is organized every Monday for professionals to get over the “monday syndrome” using absurd comedy and disributes awards. Users can add their own texts to the pre-made memes with ease. The most creative texts win the awards.
There was an advertorial on our competition on the MediaCat magazine’s April issue. We published our ad right next to the advertorial’s page. On the ad, we showed every Monday of April on a calendar. Every leaflet for each Monday could be torn away referring to Mondays passing by quickly. When every single leaflet is torn away, the reader sees a meme just like the ones in our competition, referring the reader to the website of the competition.
Users created 18.925 memes during Super Monday, exceeding every expectation. In addition, 2.614.274 people were reached via Facebook while 2.485.171 were reached via Twitter. In this context, MediaCat magazine is chosen, because this magazine has regular subscribers. Hence, our advertisement reached whole MediaCat readers who are business professionals. In addition to circulation of the magazine which is 7.500, our advertisement became popular on social media as well. Especially young professionals share the campaign on their own social media accounts. Moreover, we received a lot of positive feedback for our campaign and people kept sharing the memes. As a result, Turkcell Superonline achieved its purpose of attracting the attention of young professionals with a suitable insight, increase its brand awareness and created WOM.
Turkcell Superonline, one of the leading Internet service provider (ISP) brands of Turkey, was having budget limitations, which kept it away from mass media. Under these circumstances Turkcell Superonline decided to address its target audience via digital channels and prepared a strong communication plan. One of the target audiences was young professionals and white-collar workers of plazas. So, we came up with an idea to attract their attention and increase their brand awareness.