TURKCELL CONNECT: INTERNET IN OFFLINE MODE
| Title | TURKCELL CONNECT: INTERNET IN OFFLINE MODE |
| Brand | TURKCELL |
| Product/Service | TURKCELL & TURKCELL LIS |
| Category |
B02. Use of New Technology in a Promotional Campaign |
|
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 |
The Brief
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 LIS 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, at the same time increasing LIS download and usage.
Campaign Success
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. The system went live on March 20th and has not been adapted since then.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
TurkcellConnect is a mobile content platform allowing you to consume digital content even without mobile internet connectivity. The platform is triggered by proximity technology and is aimed specifically at metro travelers because mobile communication is regulated for safety reasons in Istanbul metros. The platform houses content from a variety of Turkcell’s Life Improvement Services, allowing the normally bored metro travelers to try out these diversified Turkcell content services including news, entertainment, sports, music, video and social responsibility. At the end of the ride, you are invited to register to continue using the trialed services, thus directly promoting through call-to-action.