Title	TURKCELL BUFFER
Brand	TURKCELL
Product/Service	MOBILE INTERNET
Category	A06. Financial Products & Services, Commercial Public Services, Business Products & Services
Entrant	BPN ISTANBUL Istanbul, TURKEY
Idea Creation	BPN ISTANBUL Istanbul, TURKEY
Media Placement	BPN ISTANBUL Istanbul, TURKEY
Production	BPN ISTANBUL Istanbul, TURKEY

Name	Company	Position
BPN Istanbul Turkcell Team	BPN Istanbul	Media Team

The Campaign

Buffering takes place due to poor internet connection! After the launch of new internet protocol 4.5, we will no longer have the unpleasant effect of buffering while we are watching videos online. So we decided to find a distinctive way to introduce Turkcell's new 4.5 G protocol while making our target audience to experience the unpleasant experince of buffering, at the least likely place to see a buffer wheel! On TV screen!

Creative Execution

We chose the most popular TV show and pretended as if the scene was actually buffering!. People who experienced the buffering surprised because they were not expecting to see a buffering wheel on TV unless it is a digital platform. Right after we presented the solution, by showing our 4.5 G commercial, we reminded them they will no longer suffer the buffer thanks to the high-speed internet services of Turkcell 4.5 G. Meanwhile, those who were watching the show online came across the same experience with a mid-roll ad, on the website of the TV show, which was already wrapped around with page skin ads of the new 4.5 G.

Through TV screen we reached 5 million people. On computer screen and mobile devices: a) We went over the total 2,8 M impression with our page skin ads. (CTR 1,40 (benchmark 0,28)) b) 71% of those who saw our mid-roll ad clicked to watch the 4.5 G commercial. (total 1,2 M impression) c) 60% of those who clicked on the mid-roll ad, watched the commercial in its entirety. On social media, the show made it to the top 5 most- talked-about TV shows of the evening. Most importantly, 11% of the viewers who watched the show, immediately began to share and tweet about Turkcell. By tackling the unpleasant mishaps of poor internet connection, Turkcell connects people to life even faster now, turning pain into a gain of pleasureable contents.

Buffering takes place due to poor internet connection! Turkcell, Turkey’s leading mobile operator, offering the fastest internet speed in Turkey, takes great measures against buffering. We would like to introduce Turkcell's brand new 4.5 G internet protocol, in a creative way to make our target audience to experience the unpleasant experince of buffering, at the least likely place to see a buffer wheel!

Insights, Strategy and the Idea

We would like to create a double screen experience to maximise the reach. TV is one of the major media in our media plan to build fast awareness via speaking loud. Besides broadcasting our TV ad in a conventional TV campaign, we would like to differentiate amongst our competitors. So we chose TV for our main medium in this project. Our target audience likes to watch TV series and also talks&shares on social media. We wanted to create an experience on TV, Web & Mobil screen that will boost talkability.