Turk Telekom Promo, Case study WE ARE AT DINNER WITH TURK TELEKOM by Mccann Istanbul

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Industry Business equipment & services
Media Promo & PR, Case study
Market Turkey
Agency Mccann Istanbul
Released May 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: TURK TELEKOM
Date of First Appearance: May 21 2010
Entrant Company: UM, Istanbul, TURKEY
Deputy General Manager: Funda Tezay (Universal McCann)
Media Group Director: Dogan Albayrak (Universal McCann)
Media Group Head: Fatos Dinc (Universal McCann)
Media placement: Television - Yemekteyiz TV Show - 21 May 2010

Insights, Strategy & the Idea
Our aim was to increase landline telephone usage. In order to achieve this goal we have established a value added service which appeals to our target group’s passion points.
Housewives were our core target group and we know that they love cooking and television. Yemekteyiz is a popular TV show which combines these two elements. Each week 5 contestants compete and everyday one contestant hosts dinner at his/her house. After the evening is over guests rate the host on his/her food, hospitality and table arrangements. The person with the highest vote becomes the winner of that weeks show.
With this project, we have created a value added service and designed it as an engagement platform where consumers can interact with the show, vote for their favourite contestants, table plans (who sits where) and listen to the recipes of contestants.

Creative Execution
Turk Telekom opened a free 0800 200 20 20 line which can called from just home phones and audiences can vote for their favourite table plan and listen competitors recipes via that line.
We have implemented two innovations within strategy framework for the first time: table plan voting and giving recipes.
One distinctive feature about Yemekteyiz is that the whole show is presented by a man in the form of external voice. In order to create a deeper engagement with the program we have used the same voice in our VAS line throughout the project. Our VAS line was announced within the show in order to trigger consumers to call the line.

Results and Effectiveness
Our main purpose was to increase minute of landline usage. As a result of the project we have received 113,350 calls in 5 weeks and produced 94,871 minutes total. Impressed by the project, client decided to implement more TV integration based VAS projects in 2011.