Turk Telekom Promo, Case study SPORTS CLUBS by Ogilvy & Mather Istanbul

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SPORTS CLUBS

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Turkey
Agency Ogilvy & Mather Istanbul
Account Supervisor Cimen Alganer
Released September 2012

Credits & Description

Category: Corporate Responsibility
Advertiser: TURK TELEKOM
Product/Service: SOCIAL IMPROVEMENTS FOR THE UNEMPLOYED
Corporate Communications Director: Sinan Cem Sahin (TURK TELEKOM)
Corporate Communications Manager: Tulin Kara Ozger (TURK TELEKOM)
Account Supervisor: Cimen Alganer (CAPITOL OGILVY PUBLIC RELATIONS WORLDWIDE)
Corporate Responsibility Specialist: Hande Gursoy (TURK TELEKOM)
Media placement: Press Releases - telepati tele.kom - 1 st of March 2010
Media placement: Press Releases - tele.com.tr - 1 st of March 2010
Media placement: Press Releases - IT Advisor - 1 st of March 2010
Media placement: Press Releases - Capital - 1 st of March 2010
Media placement: Press Releases - Milli Gazete - 1 st of March 2010
Media placement: Press Releases - Kuzey Ekspres - 1 st of March 2010
Media placement: Press Releases - Turkiye - 1 st of March 2010
Media placement: Press Releases - Karadeniz Turksesi - 1 st of March 2010
Media placement: Press Releases - Eskisehir Yenigun - 1 st of March 2010
Media placement: Press Releases - Ankara Yarin - 1 st of March 2010

Summary of the Campaign
The Problem:
The need of alternative solution offerings for social improvements of unemployed young majority in Turkey.

The Idea:
Adding value to students’ physical, social developments by raising skilled, self-confident, healthy, rounded sportsmen by opening complimentary modern sports clubs with the aim of decreasing inequality in sports education in Turkish society.

The Strategy:
Offering young people support in infrastructure and training in many fields from basketball to badminton, from tennis to taekwondo in 22 branches in 81 provinces.

The Results:
28,000 young sportsmen have been trained until now; 25 International. Approximately 200 national successes have been achieved in last year.

The Situation
Currently, unemployment is one of the leading problems in Turkey.

One of the foremost employers in Turkey with its approximately 25,000 employees, Türk Telekom implements projects to offer young people new opportunities to improve themselves.

Countrywide Türk Telekom Sports Clubs play a significant role in creating equal opportunity in sports training for young people, supporting their social development, as well as offering the opportunity for a new career and job in sports.

The Goal
According to the Turkish Statistical Institute data, unemployment rate in Turkey is around 11.2 percent. Particularly in regions where there are not enough facilities for improving themselves, around 500,000 young people choose to spend their times frequently in coffee houses according to the figures announced by the Turkish Federation of Coffee Houses and Snack Bars.

It is aimed to offer young people support in infrastructure and training in many fields from basketball to badminton, from tennis to taekwondo both to improve their skills and strengthen their physical, social developments while adding value to their lives in all around Turkey.

The Strategy
Continuing its investments for a decade in order to support training young and talented sportsmen and athletes in Turkey, Türk Telekom implemented the Türk Telekom Sports Clubs project including all the facilities offered by modern technology, in order to create equal opportunity in sports training in Turkey, and to discover physically and socially successful young athletes. Sports clubs were planned to challenge the notion that sports is a luxury, particularly for those cities who are at a disadvantage due to regional inequalities.

In Türk Telekom Sports Schools, it is planned to offer young people support in infrastructure and training in many fields from basketball to badminton, from tennis to taekwondo.

Execution
Türk Telekom has founded the Türk Telekom Sports Clubs to be operated by its employees where 82 Türk Telekom Provincial Directors became the presidents of the sports clubs, and employees made a financial contribution to the project by donating a portion of their wages.

Türk Telekom Provincial Directors also became the presidents of the sports clubs. In addition to the budget allocated by Türk Telekom for each club, employees also contributed with individual donations. Jersey and sports equipment supplies were sent to all clubs. The company fleet was used to take the sportsmen to competitions. An awards system was established for those sportsmen and clubs who entered the listings in competitions and tournaments.

It was aimed for young sportsmen to continue their activities for the long term in these clubs. Young sportsmen of outstanding talent and achievements were given the opportunity to represent the country in national teams.

Documented Results
28,000 young sportsmen were trained at Türk Telekom Sports Clubs in the last ten years. At the end of 2010, 5,438 sportsmen in 22 branches from basketball to fencing, from track and field to tennis were supported in various provinces. In 2010, these sportsmen have achieved 25 international, and approximately 200 national successes just in one year.

There have been hundreds of young players and athletes who have succeeded in being elected to the national team and represented the country abroad, and who became a source of pride with the various places they have achieved in competitions.

As of 2010, 48 sportsmen from Türk Telekom Sports Clubs made the national teams and took part in international competitions some of which decided to go to sports academies. Thus, a significant job opportunity has been offered to these young people, who have gained an opportunity for a career at these schools.