Turk Telekom Promo, Case study VALUE TO TURKEY by Ogilvy & Mather Istanbul

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VALUE TO TURKEY

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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: Best Launch or Re-launch
Advertiser: TURK TELEKOM
Product/Service: SOCIAL RESPONSIBILITY PROJECT
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 Meeting - Karadeniz Turk Sesi - 23rd of March 2010
Media placement: Press Meeting - Karadenizde Ilk haber - 23rd of March 2010
Media placement: Press Meeting - Eskisehir Yenigun - 23rd of March 2010
Media placement: Press Releases - Ankara Yarın - 24th of March 2010
Media placement: Press Releases - Gumushane Gumuskoza - 24th of March 2010
Media placement: Press Releases - Gumushane Kusakkaya - 24 th of March 2010
Media placement: Press Releases - Karadeniz Hizmet - 24th of March 2010
Media placement: Press Releases - Hurses - 25th of March 2010
Media placement: Press Releases - Gunboyu - 26 th of March 2010
Media placement: Press Releases - Fanatik - 27 th of March 2010

Summary of the Campaign
Value to Turkey, Worth to Turkey:

The Problem:
The rates of awareness about Türk Telekom’s social responsibility projects, which have been going on for ten years, are not on a desired level.

The Idea:
Putting social responsibility projects under an umbrella brand for creating a higher degree of awareness countrywide and having the chance to relaunch them all at the same time.

The Strategy:
Integrated relaunch campaign where local public and media targeted with commercials, radio spots, outdoors, PR road show and microsite.

The Results:
59,498,656 people were reached and 32 percent said that they regarded Türk Telekom in the top three list in participating social responsibility projects.

The Situation
Turkey’s leading communication and convergence technologies company Türk Telekom aims to create value through its customer focused and innovative products and services not only for its customers, but also for all the country. Field surveys reveal that the rates of awareness about Türk Telekom’s social responsibility projects, which have been going on for ten years, are not on a desired level.

In order to increase the awareness for its social responsibility projects, Türk Telekom has redefined its target group in accordance with the data from the surveys, and defined an integrated communication strategy.

The Goal
According to the social responsibility perception research outcomes of the uncommitted research company TNS Piar, taken place during February 2009, it has been observed that Turk Telekom has not been considered at the top three company implementing social responsibility projects in the eyes of public.

Consequently, in order to recommunicate and increase the impression of its social responsibility projects in areas such as education, sports, and the environment and put them under an umbrella brand; the ‘Value to Turkey, Worth to Turkey’ brand has been created. Thus, a higher degree of awareness countrywide is willed to be obtained.

The Strategy

A strong communication program was planned in which a different path is tracked: a campaign where local public and media targeted. By creating a new brand, using the all communication tools is aimed rather than allocating a separate budget for each of them. Separate plans were made in the launch program for various communication tools such as; PR, activity management, advertisement, interactive and internal communications.

It was planned to encompass major national projects such as Türk Telekom Schools, Türk Telekom Internet Houses, Türk Telekom Sports Clubs, Vitamin for Kids, and E-billing Forests; as well as more than 100 local social responsibility projects implemented by 82 regional directorates.

Execution
76 Türk Telekom Schools, 950 Internet Houses enabling free access; 82 e-billing forests encouraging e-billing in the country; Sports Clubs in 41 provinces presided by Turk Telekom Provincial Directors and supported financially and morally by Turk Telekom employees on voluntary basis .

For the relaunch campaign; corporate social responsibility projects were used in commercials, radio spots, and outdoor ads. 82 different ad designs, one for each province, were prepared for radio and outdoors. A microsite www.turkiyeyedeger.com.tr ,a PR roadshow was initiated in which projects are presented to the media through press meetings with the attendance of Provincial Directors and local media in 12 regions.

Documented Results
Increase in the countrywide awareness is targeted at the Value to Turkey, Worth to Turkey umbrella brand and the social responsibility projects under its scope has been achieved.

During the launch, 59,498,656 people were reached through 264 articles and 210 Internet reports. Commercials have were watched at least once by 12,821,256 people, 1+86 % and also 8,517,190 people 4+ %57 of target audience on TV and %45,22 of target audience indicates 8,517,190 people have been reached on journals. 9,074,000 of the people targeted were reached through magazines and radio and 500 journalists from the local press in 81 provinces has attended the press meetings.

In 2010, Global TNSPiar asked people over the age of 18 on what level did they see Türk Telekom’s participation in social responsibility projects. At the end of the research, 32 percent said that they regarded Türk Telekom in the top three list participating in social responsibility projects.