Title	BAYRAM OLSUN (A REAL HAPPY HOLIDAY)
Brand	TURKCELL
Product/Service	BAYRAM OLSUN (A REAL HAPPY HOLIDAY)
Category	C02. Use of Mobile
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 Communications Specialist
Emre Ayman	Mobi Wan	Account Director
Sercan Virlan	Mobi Wan	Senior Developer
Uğur Sepetçi	Mob Wan	Front-end Developer
Umut Siliman	Mob Wan	Sr. Desigher
Ekin Ayhan	Mob Wan	Jr. Art Director
İsmail Türkisev	Mob Wan	Copywriter
Salih Akalın	Mob Wan	Copywriter
İsmail Özdemir	Mob Wan	Creative Director

The Campaign

We had an overt fact based on data that there is an increasing number of population flux out of the cities during the bairam. Hence, we decided to change the minds of the younger population with a direct response digital campaign and make the target audience feel responsible from the eroding bairam spirit. We shot an emotional video to evoke the awareness of the problem and pushed the communication mainly from twitter (promoted trend for a day), facebook, Instagram, youtube and showed everyone that someone is waiting for a call and there is a very simple solution for that; our IVR integrated microsite (web and mobile). Having the solution inside, we've differentiated the campaign from similar bairam celebration campaigns and because the solution we offer is very simple and easy to take action, our call to action became very viral.

Creative Execution

• Implementation : We created a digital platform which is a campaign website integrated to an IVR service that enables the online users to easily click and call the elderly people in the nursing homes, leave audio messages and share the campaign post on social media. We also organised a celebration event in two different nursing homes with live music and catering, and spent the whole day with them to manage the call traffic in an order and send real time posts. • Timeline : 2 weeks of concept creation and field work (selection of the nursing homes), 3 weeks of design and development of the online platform, 5 days of video production (project, shooting, post-production), field work in nursing homes at the first day of bairam. - Placement: Viral video on youtube and local portals, digital display advertising, social media marketing and mobile push.

Results

- The campaign website had received 400K visits. - During the five day of the campaign 14K audio messages had been left to celebrate elderly people. - During the first day of the bairam (live chats can be done only one day) 300 people had made live phone calls with the elderly people. - During the campaign period, our viral video had been viewed 4 million times on youtube, facebook, local video portals, instagram and turkcell.com.tr. - Our campaign news have been published in 190 different online news portal, 9 different newspapers and 1 TV news and created huge PR effect.

Our aim was to create a mass influence on ongoing negative consumer (social) behaviour and achieve a direct response via digital and social platforms with a clear call-to-action and providing a mechanism for solution. We have produced 100% measurable response via website, microsite, banners, SMS and email marketing.

• Data gathering: We have two overt data about the problem; 1) increasing number of population flux out of the cities during the bairam days that we see from our client’s network reports. 2) the neglection of bairam traditions which can be seen on "social media posts" of the younger population; check ins from seaside, mentioning vacations rather than bairam (religious feast) • Target audience: the whole society under 40 years old (who neglects the bairam tradition), especially living in big cities. • Approach: First trigger, move them emotionally, then offer the solution (call via IVR with a single click), let them share and make the feeling grow. We also shared real time messages from nursing home event to show the heartiness of the campaign. - Call to Action: Free of charge IVR call platform, triggered from campaign microsite to make live calls and leave audio messages.