TURKCELL CONNECT: INTERNET IN OFFLINE MODE
| Title | TURKCELL CONNECT: INTERNET IN OFFLINE MODE |
| Brand | TURKCELL |
| Product/Service | TURKCELL & TURKCELL LIS |
| Category |
A01. Activation by Location or Proximity |
|
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 |
Creative Execution
To tackle this, Turkcell 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.
Turkcell Connect provided a service to metro travelers while creating a powerful new trial and promotional media for its own services. Every day, over 71.000 users connected to life through Turkcell Connect when in offline mode. Each month, Turkcell Connect users read over 2.6 million news pieces, watched around 1.5 million football goal videos, listened to over 685.000 songs and watched 200 hours of entertainment videos. Each month, Turkcell Connect beacons delivered 6 TB 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. And this is just the beginning. Turkcell continues to keep its promise to connect to life the Turkish population by expanding the area of online service to offline locations.
Turkcell's aim for the past 20 years is to connect Turkey to life through innovative services. Today, Turkcell keeps this promise by covering 99,17% of the population and providing the fastest mobile internet service in Turkey. It is a fact that the omnipresent internet proudly resides at the very base of our needs hierarchy, and is seen as one of the basic human rights. However, there are locations where mobile communication is regulated for safety reasons, such as metro stations. Every day, 3.000.000 people ride the Istanbul metro. With an average journey of 23 minutes, this totals 1.150.000 offline hours/day, which is an awful lot of time wasted without being connected to life. 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.