UNREADABLE CREDIT CARD SLIP by TAYFA&WDO for Yapi Kredi Bank

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UNREADABLE CREDIT CARD SLIP

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Industry Banking & Financial Services
Media Direct marketing
Market Turkey
Agency TAYFA&WDO
Creative Director H. Oner Sahin
Art Director Mustafa Hayit
Copywriter Ozan Yurtsever
Released March 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: YAPI KREDI
Product/Service: BANKING
Agency: TAYFA&WDO
Date of First Appearance: Mar 25 2010 12:00AM
Entrant Company: TAYFA&WDO, ISTANBUL, TURKEY
Creative Director: H. Öner Şahin (Tayfa&Wdo)
Creative Group Head: Ozan Yurtsever (Tayfa&Wdo)
Copywriter: Ozan Yurtsever (Tayfa&Wdo)
Art Director: Mustafa Hayıt (Tayfa&Wdo)
Account Director: A. Barış Ozkoray (Tayfa&Wdo)
Media placement: Ambient(POS Terminal) - Bars and restaurants - 25.03.2010

Describe the brief/objective of the direct campaign.
Announcing the corporate social responsibility ‘anti-drink-driving’ campaign of Yapı Kredi, one of the leading banks in Turkey. The aim of the campaign was to make people aware of the danger of driving on alcohol and make them more sensible about this issue. Our target group was drawn from existing and new customers. We tried to reach every 18+ person, who is an active car driver, a party lover, an alcohol consumer and an credit card holder. We refused usual warnings and decided to give the message by an extraordinary and unexpected medium. On the other hand, the bank not only encourages his customer in consumption, but also emphasises to be reasonable for safety in traffic.

Explain why the creative execution was relevant to the product or service.
In this case the POS terminal formed the link between the target group and the bank. We used a creative medium, that had never been used before. We wanted to turn the serious message into an entertaining and surprising happening, that will stay in minds of the customers. The best way to do this was to go into the locations where we met our target group directly. The coming out slip catched the customers attention by an unexpected and surprising way and this ‘shocking moment’ made an awareness of the ‘Don’t drink and drive’ issue.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Yapı Kredi POS terminals at the most popular bars and nightclubs in Istanbul were upgraded with the new software. When alcohol consumers wanted to pay the bill with their credit cards, this new POS terminal came to their tables. The coming out slip was designed to confuse the credit card holder by using the tools of the POS terminal. The special credit card slip is a look-alike of a normal slip, but with a difference of the writings being unreadable. The only readable part of the slip is ‘’Alcohol consumption causes distortion of your perceptions. Don’t drink and drive!’’

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 campaign still continues. This campaign was realised at most important 25 bars and nightclubs in Istanbul and reached more than 10.000 upscale credit card holders within 1 month. Most of the credit card holders took their slips as remembrance of this happening. Every night up to 2 bar visitors gave their car keys to the barkeeper and decided to drive home by taxi with a ‘’smiling face.’’