100 THINGS TO DO WHEN YOU ARE YOUNG by Markom/Leo Burnett Istanbul for Turkcell

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100 THINGS TO DO WHEN YOU ARE YOUNG

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Industry Telecommunications Services, Mobile Communications
Media Promo & PR
Market Turkey
Agency Markom/Leo Burnett Istanbul
Executive Creative Director Yasar Akbas A Man Wakes Up In The
Art Director Atilla Karabay
Copywriter Ilkay Yildiz
Released October 2009

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: TURKCELL
Product/Service: TELECOMS
Agency: LEO BURNETT ISTANBUL
Date of First Appearance: Oct 21 2009 12:00AM
Entrant Company: LEO BURNETT ISTANBUL, TURKEY
Entry URL: http://www.gnctrkcll.com
Executive Creative Director: Yaşar Akbaş (Leo Burnett Istanbul)
Art Director: Atilla Karabay (Leo Burnett Istanbul)
Copywriter: İlkay Yildiz (Leo Burnett Istanbul)
Account Director: Pelin Borkluoglu (Leo Burnett Istanbul)
Accout Supervisor: Asli Sahin (Leo Burnett Istanbul)
Account Executive: Ozge Oncul (Leo Burnett Istanbul)
Planning Director: Ozgun Ozkalay (Leo Burnett Istanbul)
Media placement: TVC - ATV - 21st October 2009
Media placement: Web - Www.gnctrkcll.com.tr - 21st October 2009
Media placement: Radio - Power Fm - 21st October 2009
Media placement: Outdoor - Billboards - 21st October 2009

Describe the objective of the promotion.
GNCTRKCLL - the youth brand of Turkey’s #1 GSM operator Turkcell – aims to become more engaged with Turkish youth by creating a sense of “community” . Gnctrkcll had been known for its attractive promotions like buy-one-get-one-free in cinemas and McD’s, but these promotions were not sufficient to create emotional bonding and sense of togetherness. Therefore, the aim was to create an inspirational idea platform for the promotions of gnctrkcll that not only would increase sales but would also make Gnctrkcll a real youth club.

Describe how the promotion developed from concept to implementation
Turkey has the youngest population in Europe. But most of them don’t feel free to express themselves due to traditions and social convictions. They cannot enjoy the most colourful years of their lives and eventually turn into conservative adults. This need inspired the idea: encourage people to make most of their youth before its too late by giving them the opportunity to express themselves freely. Therefore Gnctrkcll created the concept “100 things to do when you’re young” and invited its members to do funny & socially challenging acts from our list.

Describe the success of the promotion with both client and consumer including some quantifiable results
Since campaign required teamwork, participation and sharing, Gnctrkcll members bonded in short time: 65 fan pages were created by facebook users, one fan page reached over 200.000 fans. Over 3000 videos were sent and web site was visited 3.328.525 times. Bonding became so powerful that gnctrkcll members started their own initiative and collected 1,000,000 votes to have Facebook free on their phones. (Gnctrkcll, in return made Facebook free.) Campaign also drew attention to other promotions of Gnctrkcll: credit topping increased by 6%, over 2 million people used the McD and cinema promotions. Gnctrkcll achieved great success just in 72 days.

Explain why the method of promotion was most relevant to the product or service
Since the “100 things to do when you’re young” acts would be done in public places: streets, hospitals, schools, etc., youngsters used their mobile phones to record their acts. They could also connect to the gnctrkcll website through their phones and upload, view, vote and share videos. (The most viewed video owner was awarded with a Mini Cooper.) Some of the acts required members to use the ongoing promotions of Gnctrkcll such as “convince a celebrity to go to McDonald’s with you”, thus increasing their usage of Gnctrkcll promotions.