TURKCELL: GNCTRKCLL CHALLENGING DIGITAL EFFECT IN A NON TV ENVIRONMENT
| Title | TURKCELL: GNCTRKCLL CHALLENGING DIGITAL EFFECT IN A NON TV ENVIRONMENT |
| Brand | TURKCELL |
| Product/Service | GNCTRKCLL: SMS SERVICE |
| Category |
B01. Use of Digital Advertising in a Promotional Campaign |
|
Advertising Agency
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WANDA DIGITAL 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 |
| 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 |
Account Director |
| 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 |
The Brief
The challenge and the main objective of this campaign was to achieve campaign goals and save budget through the solus use of digital media.
In addition to the campaign’s unquestionable organic expansion potential, the main purpose of the campaign on the side of paid media was to achieve campaign targets without using TV medium, and only through the use of digital media, especially through the new digital media formula «The Optimum Digital Media Mix». By this way, it was aimed to maximize reach and effect through paid media support while cutting the costs.
Campaign Success
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 campaing 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.
The original integrated digital media plan was planned for 8 weeks between 15.06.2015 - 07.08.2015, but since it was succesfull to fulfill %98 of the targeted reach and %60 of the targeted engagement targets in the second week, it's stopped on July 27th, almost 2 weeks before the planned deadline.
Describe the success of the promotion with both client and consumer including some quantifiable results
With over 35000 shares, the campaign kept its place onthe TT list for 7 hours. In that period, with over 20000 searches, the brand was ranked #3 among Google’s search trends. The potential single reach through TV was tripled by using only 36% of the total budget, through the digital media communication, without the use of TV medium. In the second week of the campaign, %98 of the targeted reach and %60 of the targeted engagement targets were fulfilled with the use of only %70 of the planned digital media budget. In the first week, the engagement rate was 5times higher than an average Gencturkcell campaign. Gncktrkcll app, which was at the heart of the campaign, was downloaded 4 times more than average. SMS response rate multiplied by 7. Proving to be one of the most successful cases on Facebook, our campaign’s performance score is 40% over the benchmark.
Explain why the method of promotion was most relevant to the product or service
Individuals’ decreasing use of SMS as a communication tool and brands’, banks’ and GSM operators’ increasing use of SMS for their announcements caused SMS blindness in consumers. In this context, Gnctrkcll’s “WE NEED TO TALK” viral campaign aimed to eliminate this SMS blindness and re-activate one of the most important owned media tool’s effectiveness on consumers.
In order to promote the new "SMS with a gift" campaign, Gnctrkcll, youth segment of Turkey's leading GSM operator Turkcell, decided to reach out its consumers in a nonTV environment, only through the use of digital media.
For the campaign, Gnctrkcll sent a mysterious SMS to all of its users, saying “WE NEED TO TALK” with a daily youth communication tone, causing curiosity among the target audience and starting a real conversation to re-activate it's owned media tool’s effectiveness. The second SMS sent by the brand exploded curiosity&was linked to the campaign's video.