Title	ALBARAKA MOBILE BRANCH
Brand	ALBARAKA TURK
Product/Service	MOBILE BANKING APP
Category	D03. Launch / Re-launch
Entrant	PUCK COMMUNICATION Istanbul, TURKEY
Idea Creation	PUCK COMMUNICATION Istanbul, TURKEY
Production	PUCK COMMUNICATION Istanbul, TURKEY

Name	Company	Position
Çağatay Sönmez,	Puck Global	Copy Writer
Burak Evlice	Puck Global	Art director
Celil Kaya	Puck Global	Client Services Direction
Esra Lobut	Puck Global	Account Supervisor
Haluk Erkmen	Puck Global	Creative director

The Campaign

We have aimed to surprise our customers by promoting our application not on mobile but on a place where they can touch the product or have face to face communication. We have created a model phone in which there is a mini size Albaraka Türk branch and placed it on the mobile phone stands in technology markets. We have tried to put all the details in it that a customer used to see in a bank branch. We have detailed all the transactions they can do with a mobile branch on the specification and price tags and informed that it is free of charge. Our Phone Shaped Bank which stands as an ordinary phone among others has made customers surprised a lot. Especially, miniature banking branch that they can touch has taken attention of all customers and enabled us to make them download mobile branch application over QR code.

Creative Execution

At a techno market we placed our 3D shaped mobile branch on the spot among mobile phones. So anyone that reached to counter for the mobile phones were surprised by the 3D bank branch. With a pilot execution we have observed customers attention and download numbers of the mobile app via QR code. Within a week of exhibition in the techno market download rates raised 104%. By the success of the pilot execution we continue to produce more 3D mobile branches for exhibition.

Results

We achieved to increase mobile branch application average monthly downloads from 4.468 to 9.114 (increased 104%) by our Phone Shaped Bank which made customers surprised and has taken a lot attention by them.

Albaraka is the first islamic bank of Turkey. Islamic bank users are so much conservative to do the banking operations face to face in the branch. This work was made at technology markets directly to the customers, despite it is a mobile banking application. To break conservative customers habits from face to face to mobile on the spot for mobile banking.

Our target audience was mobile device user conservative people that don't use mobile bank apps. That's why we placed our Phone Shaped Bank in technology markets. The trick was to surprise the customers by placing Phone Shaped Bank among other phones as an ordinary one. We have detailed all the transactions they can do with a mobile branch on the specification and price tags and informed that it is free of charge. "0 Turkish Liras" was our call to action to download the application.