Title	TURKCELL: GNCTRKCLL CHALLENGING DIGITAL EFFECT IN A NON TV ENVIRONMENT
Brand	TURKCELL
Product/Service	GNCTRKCLL: SMS SERVICE
Category	C05. Financial Services, Commercial Public Services, Business Products & Services
Advertising Agency	WANDA DIGITAL Istanbul, TURKEY
Media Agency	BPN ISTANBUL, TURKEY
Entrant Company	BPN ISTANBUL, TURKEY

Name	Company	Position
Katia Beren Taylan	Bpn Istanbul	Associate General Manager
Deniz Işık	Bpn Istanbul	Digital Media Director
Zeki Kavrazlı	Bpn Istanbul	Senior Digital Media Planner
Aycan Başbuğ	Bpn Istanbul	Digital Media Executive
Filiz Göktuğ	Bpn Istanbul	Associate General Manager
Dilek Çelik	Turkcell	Marcom - Media Team Manager
Özlem Beyenirsoy	Turkcell	Senior Media Manager
Semih Dadaş	Turkcell	Senior Brand Manager
Ayşe Kabaş	Turkcell	Youth Marketing Manager
Şirin Gülbin Yılmaz	Bpn Istanbul	Digital Media Manager
Ayşe Ertürk	Bpn Istanbul	Performance Marketing Planner
Cem Tayfun Yalçınkaya	Bpn Istanbul	Digital Media Planner
Serkan İkiz	Wanda Digital	Leading Account Manager
Ezelin Avan	Wanda Digital	Account Manager
Enis Baruh	Wanda Digital	Creative Director
Mert Taner	Wanda Digital	Creative Group Head
Esin Şentürk	Wanda Digital	Strategist
Lara Akış	Wanda Digital	Social Media Director
Pınar Keleş	Wanda Digital	Social Media Group Head
Murathan Eker	Wanda Digital	Leading Art Director

Brief Explanation

The main objective of the campaign was to maximize reach and effect through paid media support while cutting the costs in a non TV environment for the SMS service offered to Gnctrkcll (youth) segment of Turkey's leading GSM operator Turkcell. For the campaign, Gnctrkcll sent a mysterious SMS to all of its users, saying “WE NEED TO TALK” with a daily youth communication tone, trying to eliminate the SMS blindness in the target audience through causing curiosity and starting a real conversation to re-activate one of the most important owned media tool’s effectiveness on consumers.

Results and Effectiveness

Over 35000 shares, the campaign kept its place on TT list for 7 hours. With over 20000 searches, Gnctrkcll was ranked number 3 among Google’s search trends. The potential single reach through TV was tripled by using only 36% of the budget. Within two weeks, spending 70% of the budget, 98% of the targeted reach,60% of the targeted engagement fulfilled. In the first week, the engagement rate was 5 times higher than an average Gencturkcell campaign. Gencturkcell app was downloaded 4 times more than average. SMS response rate multiplied by 7. As a successful Facebook case, campaign performance score was 40% over the benchmark.

Creative Execution

Facebook & YouTube are positioned as the main channels. Brand effect surveys conducted simultaneously with campaign’s reach targets. Using advanced demographic and interest targeting, campaign maximized reach to the target group on social media&video sites. Smart ads and frequency filters on video and other campaign messages were used to enhance reach of owned media channels. In addition to the classical models like pre-roll, page post, promoted tweet, GDN, banner and rich media banner, the limits of social media is challenged through frequency planning by Facebook Reach&Frequency, Brand Effect Research by Nielsen, GDNvideo, Youtube smart filters, advertorials, social media phenomenon usage and integrations.

Insights, Strategy and the Idea

Based on this purpose and after the first SMS immediately went viral in social media, curiosity exploded with a second SMS which announced the intimate and entertaining campaign video. The video then became the most viewed content of the period in both conventional and unconventional media.