Title	BAYRAM OLSUN (A REAL HAPPY HOLIDAY)
Brand	TURKCELL
Product/Service	BAYRAM OLSUN (A REAL HAPPY HOLIDAY)
Category	H01. Integrated Multi-Platform Campaign (Online & Offline)
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
Sercan Virlan	Mobi Wan	Senior Developer
Uğur Sepetçi	Mobi Wan	Front End Developer

The Campaign

We wanted to make especially younger population (under 40) feel responsible from the eroding bairam 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 the psychological needs and expectations of the elderly population especially the ones in the nursing homes, during the bairam days. So, we shot an emotional 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. We also haven’t been contented with just giving a message about the neglection of the bairam and the elderly people, but we have provided the solution inside the campaign; a free platform to call them with a single click.

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 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 (religious feast) 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. •Timeline : 2 weeks of concept creation and field work (selecition 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 on the first day of bairam. - Placement: video portals (youtube and local), social media, SMS and Mobile push

-The campaign website had received 400K visits. -During the five day of the campaign 14K people left audio messages to celebrate elder people. -During the first day of the bairam (live chats can be made only at first day) 300 people had made live phone calls with the elders. -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. - Owing to this effect 24.000 tweets were shared all over the campaign period.

•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 Turkcell's network reports. 2) the neglection of bairam traditions for the last decade and seizing the official bairam holiday for vacation which can be seen on social media posts, check in's from holiday resorts. •Target audience : the whole society under 40 years old (who neglects the bairam tradition) •Relevance to platform : We targeted the “younger” population to get back into the Bairam spirit and call the elderly people up. So that we created an digital awareness campaign with a digital solution inside. •Approach: First trigger, move them emotionally, then offer the digital solution (call via IVR with a single click) for a digital target audience, let them share and make the feeling grow.