Turkcell: "TURKCELL CAPTCHAS ATTENTION" TV Commercial by Mindshare

Type of entry: Use of Media
Category: Best Use of Digital Media
Advertiser: TURKCELL
Product/Service: TURKCELL
Agency: MINDSHARE Istanbul, TURKEY
Advertiser TURKCELL
Product TURKCELL
Entrant MINDSHARE Istanbul, TURKEY
Type of Entry: Use of Media
Category: Best Use of Digital Media
Title: TURKCELL CAPTCHAS ATTENTION
Advertiser/Client: TURKCELL
Product/Service: TURKCELL
Entrant Company: MINDSHARE Istanbul, TURKEY
Media Agency: MINDSHARE Istanbul, TURKEY

Digital Manager: Senay Sen (Mindshare)
Digital Senior Executive: Yigit Canbulat (Mindshare)
Executive: Emre Eralp (Mindshare)
Partner: Zafer Tipigil (Mindshare)



Results


It was the perfect way to introduce our new tagline.
Our captcha activation was viewed a staggering 750,000 times.
More than 130,000 completed our captcha or refreshed the page to see what other words were hidden.
Engagement rates were a phenomenal FIVE TIMES higher than industry averages.
People now know that ‘Life is beautiful when you share’.



Creative Execution


We took over and branded the captcha areas of two major sites: online streaming music platform fizy.com, where six million songs are listened to monthly and 7% are shared; and blogcu.com, by far Turkey’s number 1 blog service. When users of both sites signed up, they were amazed to see a random code in the captcha area generate an associated word to complete Turkcell’s tagline: ‘Life is beautiful when you share… music’ or ‘happiness’ or ‘ideas’, to name a few. They were then asked to enter them. For a whole week, anyone signing up to these two major sites learned our new tagline by not just reading it but writing it, making it far more memorable.




Turkey’s leading communications company, Turkcell, wanted to own the notion of sharing. So we had to replace its tagline ‘More Life’ with ‘Life is beautiful when you share’ and get people talking about it.

We created surprise by using an unusual medium. A ‘captcha’ is a verification system. Websites use them to ensure you are human and not an automated computer programme. You complete them when you sign-up for something on a website. They are always random letters or numbers. But they could be anything. So we used Turkcell’s new tagline. And we used it on the two biggest sharing sites in Turkey. Every time users refreshed the page during sign up, they could complete our tagline as part of the process. People were amazed at this idea and were refreshing the page regularly just to see what new words would appear to complete the tagline captcha.