| Title | YETER CEKTIGIN |
| Brand | TURKCELL |
| Product/Service | YETER CEKTIGIN |
| Category |
E03. Innovative Use of Technology |
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Entrant
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TURKCELL Istanbul, TURKEY
|
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Idea Creation
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TURKCELL Istanbul, TURKEY
|
Credits
| Hakan Coskun |
Turkcell |
Digital Communication Specialist |
The Campaign
The project Yeter Çektigin was created from our observations of the audience during the concert series we sponsor. People come together in concerts to see their favorite artists’ live performances but in the digital age, the urge to share the moment is stronger than living in the moment. Even though the artist is right in front of the audience, there is a tendency to watch the show from behind the mobile screens. Based on this insight we wanted to prevent this in the concert series ‘Yildizli Geceler’ we sponsor because this situation results in poor interaction between the audience and the artist.
We aimed to put an end to the problem by creating a mobile platform called “YeterCektigin.com”. The name of the project refers to both the act of shooting videos and photos constantly and the frustration of trying to do so, without forgetting to say ENOUGH!
Creative Execution
We asked the users to register to the platform with their social media accounts from the advertising areas in the concert hall before the concert started. We set up professional teams to take videos and photos to free the audience from their phones. Videos and photos of the event were prepared and uploaded simultaneously by our teams for the audience to share later.
Also since people like to share the event they are in, in the period they are attending contents prepared during the concert were shared periodically from the accounts of audience members who gave us permission.?
Furthermore we wanted to reward the audience who let go of their phones and had the utmost fun by using ‘Yeter Cektigin’, by holding a raffle between all the different audiences in every concert, two lucky fans won the opportunity to meet their favorite artist. With this communication plan, 500 people in the concert hall enjoyed the moment and watched the show instead of their mobile screens. In our digitally evolving world, we solved a problem technology caused with technology, by creating a real-time online platform in a real-life event.