| Title | WE NEED TO TALK |
| Brand | TURKCELL/GNÇTRKCLL |
| Product/Service | TELECOMMUNICATION |
| Category |
A04. Data/Insight for Mobile |
|
Entrant Company
|
WANDA DIGITAL Istanbul, TURKEY
|
|
Advertising Agency
|
WANDA DIGITAL Istanbul, TURKEY
|
Credits
| Serkan Ikiz |
Wanda Digital |
Account Director |
| Ezelin Avan |
Wanda Digital |
Account Manager |
| Enis Baruh |
Wanda Digital |
Creative Director |
| Mert Taner |
Wanda Digital |
Copywriter |
| Oğulcan Türe |
Wanda Digital |
Copywriter |
| Deniz Dülgeroğlu |
Wanda Digital |
Copywriter |
| Lara Akış Baruh |
Wanda Digital |
Social Media Director |
| Yağmur Başıkesik |
Wanda Digital |
Social Media Supervisor |
| Selin Bayraktar |
Wanda Digital |
Socialist |
| Esin Şentürk |
Wanda Digital |
Digital Strategist |
| Murathan Eker |
Wanda Digital |
Art Director |
| Banu Ulusoy |
Wanda Digital |
Art Director |
Creative Execution
Using our whole permitted database, we sent this message to millions of gnçtrkcll users who shared the screenshots they took in social media. The message created a viral impact within minutes. gnçtrkcll’s call centers were jammed and offical social media accounts were bombarded with questions. A social media team kept the interest alive with pro-active social media management. When the interest was at its peak, we sent a second message to our users and explained everything in a video. At the end, we linked our message to an SMS campaign.
On the first day, timelines were invaded with 35.300 shares. The brand kept its place in the TT list for 7 hours. The “We need to talk” message was mentioned in more than 120 news sites and blogs. The online video got 3,500,000 views on YouTube and the response rate to our campaign messages increased by 8 times. On the same day, the offical mobile application of gnçtrkcll was downloaded 4 times more compared to other days. In short, with a message consisting of only two words, we created an organic viral impact on youth and brought SMS to life.
SMS, once a very popular communication tool, lost its popularity as technology advanced. As cell-phone users started to communicate through other channels, SMS turned into a marketing medium for brands, banks, and GSM operators and we were no exception. The result was SMS blindness: people, especially young people, deleted brand messages without even reading them. gnçtrkcll, the youth sub-brand of Turkcell which is a GSM operator, had to do something that would overcome text-advertising blindness. So, we came up with the idea of sending a disruptive message that would make users stop and look again. And for this, we chose the famous phrase used all around the world: “We need to talk.”