BUMUBUMU by Manajans / J. Walter Thompson Istanbul for Turkcell

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BUMUBUMU

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Industry Telecommunications Services
Media Direct marketing
Market Turkey
Agency Manajans / J. Walter Thompson Istanbul
Creative Director Tayga Soysalturk, Serkan Balak
Art Director Kadir Ozdemir
Copywriter Ceren Orun, Gözde Dilek
Account Supervisor Celil Kaya
Released February 2011

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: TURKCELL
Product/Service: TELECOMMUNICATIONS
Agency: MANAJANS/JWT
Date of First Appearance: Feb 14 2011
Entrant Company: MANAJANS/JWT, Istanbul, TURKEY
Creative Director: Tayga Soysalturk (Manajans JWT)
Creative Director: Serkan Balak (Manajans JWT)
Group Account Director: Leslie Krespin (Manajans JWT)
Interactive Communications Director: Zeynep Cingir (Manajans JWT)
Planning Director: Ceren Coskun (Manajans JWT)
Account Planner: Gulfem Cakirkaya (Manajans JWT)
Account Supervisor: Celil Kaya (Manajans JWT)
Account Executive: Melis Veryeri (Manajans JWT)
Project Manager: Derya Artan (Manajans JWT)
Art Director: Kadir Ozdemir (Manajans JWT)
Copywriter: Ceren Orun (Manajans JWT)
Interactive Communications Manager: Emre Suvari (Manajans JWT)
Copywriter: Gözde Dilek (Manajans JWT)
Media placement: TV Campaing - 13 Spots - ATV, KanalD, MTV,NTV Etc. - 21 Feb 2011
Media placement: Outdoor - National Network - 14 Feb 2011
Media placement: POSM - TIM - 1 March 2011
Media placement: Alternative Media - Digital Kiosks And Outdoor TV - 1 March 2011
Media placement: Ambient - University Campuses - 1 March 2011
Media placement: Radio - 10 Spots - National Channels - 1 March 2011

Describe the brief/objective of the direct campaign.
Gencturkcell is a youth club and sub-brand of Turkcell, Turkey’s leading GSM operator, that offers special deals and promotions specially targeting youth. Our objective was:
To bring Turkey’s leading GSM operator’s youth club Gencturkcell closer to its audience by creating “a brand that understands me” perception.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a platform; bumubumu.com where the brand asks it’s audience on plans, deals, campaigns, incentives to give back to them, a platform where users can create their own network of decisions by asking questions and collecting answers. Whichever campaign had the highest vote, GencTurkcell implemented it.

Explain why the creative execution was relevant to the product or service.
Youth is not in command of their lives, the decision makers were everybody but themselves. No one ever asks them about their opinions on their own lives. Upon pinning this insight we have created a social network platform called bumubumu.com where youth would lead the brand and decide on Gencturkcell’s every move. Gencturkcell asks its audience what to offer in terms of tariff deals, co-brand activities, incentives.
Youth gave their votes through mobile, internet and live street voting. Gencturkcell implemented these campaigns according to the response rates of the polls.

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.
From day 1 thousands of people voted on campaign questions and engaged in social interaction on BumuBumu creating fun questions and collecting their responses. 75.000 entries were created and the website received 1.000.000 visitors in a month. 100.860 people signed up and total of 2.000.0000 votes were collected. For the first time in Turkey a brand was lead by it’s audience.