TURKCELL CONNECT: INTERNET IN OFFLINE MODE
| Title | TURKCELL CONNECT: INTERNET IN OFFLINE MODE |
| Brand | TURKCELL |
| Product/Service | TURKCELL & TURKCELL LIS |
| Category |
B04. Use of Digital Content |
|
Advertising Agency
|
MOBILIKE Istanbul, TURKEY
|
|
Media Agency
|
BPN ISTANBUL, TURKEY
|
|
Entrant Company
|
BPN ISTANBUL, TURKEY
|
Credits
| Katia Beren Taylan |
Bpn Istanbul |
Associate General Manager |
| Deniz Işık |
Bpn Istanbul |
Digital Media Director |
| Dilek Çelik |
Turkcell |
Marcom - Media Team Manager |
| Özlem Kılıç Gencay |
Turkcell |
Marcom - Media Manager |
| Seda Yurteri |
Turkcell |
Marcom - Media Manager |
| Volkan Biçer |
Mobilike |
Co-founder |
| Emre Gönül |
Mobilike |
Sales Director |
| Filiz Göktuğ |
Bpn Istanbul |
Associate General Manager |
| Mehmet Ayan |
Mobilike |
Director Of Product |
| Elif Önal |
Bpn Istanbul |
General Manager |
| Melike Kırtepe |
Mobilike |
Account Manager |
| Özlem Beyenirsoy |
Turkcell |
Senior Media Manager |
| Burçin Şengez |
Mobilike |
Sales Executive |
| Aycan Başbuğ |
Bpn Istanbul |
Digital Media Executive |
| Yağmur Demirtutan |
Mobilike |
Project Executive |
| Zeki Kavrazlı |
Bpn Istanbul |
Digital Planner |
| Erdi Vahid |
Mobilike |
Project/Marketing Group Manager |
| Ayşe Ertürk |
Bpn Istanbul |
Performance Marketing Planner |
| Can Soykarafakılı |
Mobilike |
Software Engineer |
| Cemal Günüşen |
Mobilike |
Head Of Design |
Brief Explanation
Being Turkey’s leading GSM operator with the goal to “connect to life through innovative technology”, Turkcell needed to go beyond its nearly perfect coverage (99,17%) and its fastest mobile internet service. At the same time, Turkcell’s diversified Life Improvement Services needed an awareness and usage boost. We paired the two brand needs with a strong consumer insight: boring metro rides due to mobile connection regulation, allowing Turkcell LIS content to be consumed offline, essentially extending the Turkcell mobile internet experience to offline mode via our innovative Turkcell Connect metro service.
Results and Effectiveness
TurkcellConnect provided a service to metro travelers while creating a powerful new trial and promotion media for its own services. Every day, over 71.000 users connected to life through TurkcellConnect when in offline mode. Each month, TurkcellConnect users read 2.6M+ news pieces, watched ~1.5M football goal videos, listened to 685K+ songs and watched 200 hours of entertainment videos. Each month, TurkcellConnect beacons delivered 6TB of content. Of the users who entered the communication loop, 82% successfully closed the loop. Of those who trialed Turkcell content services, 23% downloaded the relevant app to continue to consume the content.
Creative Execution
We placed BLE beacons in metro entries on the Istanbul M2 line. Upon entry, you receive a proximity-triggered push notification inviting you to continue the internet experience with TurkcellConnect even when technically offline. The platform hosts popular news, entertainment and social responsibility content both from third party content providers and from within the wide array of Turkcell’s LifeImprovementServices. Downloading within seconds, the content accompanies you throughout your metro journey. Upon exit, a call-to-action message prompts you to continue the Turkcell LIS content experience that you just trialed by directing you to download the relevant Turkcell app.
Insights, Strategy and the Idea
Although mobile connectivity in Istanbul metros has been limited for a long time, metro travelers have not yet gotten used to being offline. We are so used to being always on that most of the time we don’t know what to do with ourselves at times when we are involuntarily off, making metro rides in Turkey exceptionally disconnected and boring. As the leading GSM brand in Turkey, consumers would expect Turkcell to tackle this problem. And this was a great opportunity for Turkcell to showcase its LIS content services and direct to sales.