RUN FOR THE RED! for Akbank

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RUN FOR THE RED!

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Industry Banking
Media Promo & PR
Market Turkey
Released March 2010

Credits & Description

Category: Best Use of Games, including Sweepstakes, Contests & Prize Draws
Advertiser: AKBANK
Product/Service: ATM
Agency: 41? 29! Digital Marketing Agency
Date of First Appearance: Mar 5 2010 12:00AM
Entrant Company: 41? 29! Digital Marketing Agency , Istanbul, TURKEY
Entry URL: http://www.41-29.com/4129/kirmiziyakoseng/default.html
Alternative Distribution Channels Web Manager: Liana Bükücüyan (Akbank T.A.Ş.)
Alternative Distribution Channels Web Manager: Arda Karakaya (Akbank T.A.Ş.)
Agency President: Alemşah Öztürk (41? 29!)
Technical Director: Ömer Bilge Ersoy (41? 29!)
Brand Manager: Bihter Tabak (41? 29!)
Project Manager: Murat Ögat (41? 29!)
Creative Director: Seren Köroğlu (41? 29!)
Creative Team: Lütfü Kırdar (41? 29!)
Creative Team: Muharrem Hüner (41? 29!)
Developer: Emre Çakmakçı (41? 29!)
Developer: Önder Arslan (41? 29!)
Developer: Gülşah Karasakal (41? 29!)
Creative Team: Mert Uzer (41? 29!)
Developer: Onur Öztaşkıran (41? 29!)
Copywriter: Nihal Tutgun (41? 29!)
Media placement: Web Site - Internet - 05 March 2010
Media placement: Interactive Banner - Internet - 13 March 2010
Media placement: Promotion Campaign - Mobile - 5 March 2010

Describe the objective of the promotion.
Akbank, one of the largest bank in Turkey, wanted to promote and increase use of ATMs in a WOM creating way. People didnt know where Akbank ATMs were and they didnt know that even they have other bank cards they can use at Akbank ATMs.

Describe how the promotion developed from concept to implementation
We created a promotion contest website, which users register with mobile numbers. When they are at locations in the timeframe we announced, they got an SMS saying “Run to the Akbank ATM in 10 minutes, at this location and win instantly 1000tl if you’re the first to arrive! “ Users eagerly waited for SMS, run to those locations, get the rewards if they are first, second or third. We have cameras everywhere, record everyone running and then spread those videos all over the web. This way we created location based buzz, viral videos, promotion campaign that stuck in everyone's mind.

Describe the success of the promotion with both client and consumer including some quantifiable results
Project created incredible buzz around social media, done in 3 cities at 10 locations, got more than 20.000 contestant in 2 weeks with almost no media budget. Blogs, newspapers and social media was excited about the project.

Explain why the method of promotion was most relevant to the product or service
What was the best way for learning the ATMs locations and creating buzz around those ATMs? Making people look for them and run to them when they find and create buzz with those running people. That's why SMS initiated location based contest to find ATMs is the most innovative method for promotion and to evoke consumer activation for Akbank.