I LOVE BONUS by Rabarba for Garanti Bank

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I LOVE BONUS

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Industry Credit Cards
Media Direct marketing
Market Turkey
Agency Rabarba
Creative Director Oguz Savasan
Art Director Arin Kahyaoglu, Cihan Kiliccioglu, Alp Kiziltan, Kaan Kaner
Released April 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: GARANTI BANK
Product/Service: BONUS CREDIT CARD
Agency: RABARBA
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: RABARBA, Istanbul, TURKEY
Entry URL: http://www.unbrandedlandingpage.com/cannes/bonus
Creative Director: Oguz Savasan (Rabarba)
Art Director: Arin Kahyaoglu (Rabarba)
Art Director: Alp Kiziltan (Rabarba)
Art Director: Kaan Kaner (Rabarba)
Art Director: Cihan Kiliccioglu (Rabarba)
Multimedia Developer: Benan Arigil (Rabarba)
Executive Partner: Alize Savasan (Rabarba)
Mobile Project Manager: Can Uslu (Rabarba)
Media placement: Mobile - Targeted SMS/MMS, Wap Banners - 01.04.2009
Media placement: Internet - Web Site, Web Banners - 01.04.2009

Describe the brief/objective of the direct campaign.
Consumer research indicated that Bonus was 'Turkey’s most favourite credit card'. However during the economic crisis, credit card spending was decreasing. Objective was to find a way to grasp the attention of multiple card holders in a fun and involving way and make Bonus card their first choice over the competitors. The campaign aimed the enhancement of customer loyalty among existing customers, as well as attracting new customers to gain a bigger pie in the credit card sales war. The strategy was polling Turkish public by a mobile referendum and using the results as a lead for the brand campaign.

Explain why the creative execution was relevant to the product or service.

There was already strong brand sympathy towards Bonus as to research. However the brand needed reassurance of this positioning in the eyes of the consumer. The idea behind the mobile refendum was based on a simple psychological insight: If you repeat the first part of the sentence over and over again, you take it as given. So asking Turkey every week: 'When it comes to credit cards, Turkey loves Bonus card. But what else do we love?' had the same effect. The first part of the sentence i.e. 'Turkey loves Bonus card' left a mark on people’s minds.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We set up a public poll, to which the participation ran through mobile phones. The presenter of Deal or no Deal TV show became the spokesperson. Every week we asked the public through USSD, targeted MMS, Wap/Web banners and on internet:“When it comes to credit cards, Turkey loves Bonus. But what else Turkey loves? Blonde or Brunette? Meatballs or kebab? Etc” To address right people, potential credit card users within an opt-in-database were profiled and sent SMS/MMS invitations to join. SMS/MMS had a unique role throughout the campaign as Turkey’s favourites were identified through mobile screens and then announced on Internet and mobile.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The mobile referendum created its own publicity and turned into an advertising itself. Weekly questions triggered exciting debates on 'What Turkey loves' in various media. For the first time in Turkey, a brand image campaign was shaped entirely by the SMS votes of the public. Mobile phone became the core medium in determining the course of a brand campaign 724.000 people texted their choices. 1 out of 10 participants applied for a Bonus Card during the campaign. According to the post-campaign research, the claim 'Bonus is my favourite credit card' increased by 7%. Through this mobile campaign, 'When it comes to credit card, I love Bonus' claim was etched in the consumers’ minds.