Title	BAYRAM OLSUN (A REAL HAPPY HOLIDAY)
Brand	TURKCELL
Product/Service	BAYRAM OLSUN (A REAL HAPPY HOLIDAY)
Category	A03. Video / Moving Image
Entrant	TURKCELL Istanbul, TURKEY
Idea Creation	TURKCELL Istanbul, TURKEY
Media Placement	TURKCELL Istanbul, TURKEY
Production	TURKCELL Istanbul, TURKEY

Name	Company	Position
Hakan Coskun	Turkcell	Digital Communication Specialist
Emre Ayman	Mobi Wan	Account Director
Umut Siliman	Mobi Wan	Creative Director
Ekin Ayhan	Mobi Wan	Art Director
İsmail Türküsev	Mobi Wan	Head of Copywriting
Salih Akalın	Mobi Wan	Copywriter

The Campaign

We wanted to make especially younger population feel responsible from the eroding bairam (religious feast) spirit and the most important part of it; remembering the elderly people and make them feel respected and happy. We want the target audience to feel elderly people's needs and expectations - especially the ones in the nursing homes - during the bairam days. Hence, we shot a video in a nursing home with real elderly people living there, showing their enthusiasm for the bairam and how they want to be remembered in these days. And we haven’t been contented with giving a message about the neglection of the bairam spirit and the elderly people, but we have provided the solution inside the campaign; a free platform to call them up, with a single click.

Creative Execution

- Implementation : We've created a digital platform which is a campaign website integrated to an IVR service that enables the target audience to easily click and call the elderly people in the nursing homes and leave audio messages. We didn’t just connect the participants and the elderly people on the phone, but also organised a celebration event on the first day of bairam in nursing homes with live music and catering, and spent the whole day with them. - Placement: We've aired the video on youtube, local video sites and social media. Our video had been viewed 4.000.000 times in all medium. - Scale: The campaign had been aired in social media, digital display, youtube and local video portal. We also used SMSand push notification to trigger Turkcell subscribers to remember the elderly people and call them up. - Brand relevance: Turkcell is the leading mobile operator in Turkey and our slogan is "we're bound up!". Being a communication services provider that bounds our customers to each other via all sorts of communication services, we extended the biggest religious feast campaign idea on "bounding up the community with the elder population during bairam". - Materials, style elements, design choices: Ve shoot our video in a nursing home with real people living there to reflect the heartiness of the campaign message. The style elements were chosen to reflect the We composed a claasical Turkish music associated with bairam spirit and traditions. • Methods and process: We spent e week with the elderly people in nursing homes, practised the shooting plans and shot the video in two days. - Timeline: 2 weeks of concept creation and field work (selection of nursing homes), 3 weeks of design and development of the online platform, 5 days of video production (project, shooting, post-production)