2. Cases – Thats how its done 2
Client Objectives and Goals
Introduce the new campaign of Turkcell’s one
of the young brand that calls ‘gnctrkcll’ means
‘yngtrkcll’ (youngTurkcell) especially to reach
iPhone users.
Making awareness to their new campaign that
called ‘Harca Kazan’ means ‘win as you
spend’
In line with the TV commercials, using Harlem
Shake, which is a big phenomenon that heard
all around the world, in the mobile ad
Client Briefing
Using most effective and integrated mobile ad
type, which is Rich Media.
Adding Harlem Shake trend to mobile devices in
different way
mobilike Solution
Advertiser
GSM-based mobile
communication in
Turkey began when
Turkcell
commenced
operations in
Feburary 1994.
Turkcell is a
regional leader by
being the market
leader in five
countries out of
nine it operates in.
Brand Logo
3. Cases – Thats how its done 3
Campaign Highlights
mobilike provide mobile Rich Media banner that are
shaking when users see the ad’s first page. It says ‘we are
shaking the world around’ and if users touch the shaking
‘okay’ button that placed behind they directed to channels
main page.
As soon as they leading to page, famous Harlem Shake
music began to play and firstly only header side of the
page started to dance. In seconds, music gets faster and
all of the components of the main page start to dance.
At the end of Harlem Shake music, campaigns slogan
came to the screen from up and down and the TV
commercial video placed between them. Upside of the
screen says ‘TL’s that spending in daytime, come back
again in nighttime”, down side of the screen ad directed
users to click to SMS, with behind the video of TV
commercial
Inside of the Click to SMS button writes ‘counted’ and
purpose is the forward person to send SMS and gain their
TL’s back. So with this way gnctrkcll succeed to watch its
TV commercial, high integration with its target audience
and using SMS.
Campaign Highlights
AveaTurkcell
4. Cases – Thats how its done 4
As an operator it was a success to use every part of the campaign and also features of the smartphone.
What Were the Results?
Turkcell
5. Cases – Thats how its done 5
Campaign Effectiveness Analysis
Clicks within mobilike network (in thousands)
Clicks via Click to SMS button
Campaign Highlights
27,490
48,906
0
10,000
20,000
30,000
40,000
50,000
60,000
29.03.2013 10.04.2013
Turkcell
6. Cases – Thats how its done 6
Channel Performance Analysis
860,717
1,984,077
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
29.03.2013 10.04.2013
Page Impressions within mobilike network (in million)
Total Impressions of the Campaign
Turkcell Rich Media campaign published in different kinds of mobile site and application channels
used, which are directly reached young users.
Turkcell
7. Cases – Thats how its done 7
Campaign Figures at a Glance
The campaign was held in iPhone applications
and mobile sites.
Mobile sites
OS share of the campaign
Source: mobilike network
50%50%
iPhone apps
Turkcell