Turkcell

Turkcell Gets Turkey Texting for Mobile Content

Background

Turkcell is Turkey’s lead mobile operator and Europe’s third largest with a 36.3 million subscriber base.  With a deserved reputation for providing the latest in mobile technology, Turkcell wanted to be the first to enrich their subscribers’ experience with a new form of entertainment.

Idea

Turkcell selected InternetQ as its partner in devising a direct response promotion offering incentives to download mobile content, e.g. wallpapers and ringtones. By responding to a shortcode publicized in the media blitz, users who downloaded the content also accumulated points towards a contest to win cash prizes, a Mercedes B150  and the chance to win a brand new home in a central district of Istanbul. An intensive 1.16 million euromedia campaignfeaturing the national TV star Jess Molhowas aired over 1,500 times, while an additional 17 million Turkcell subscribers who opted-in to receive offers were also engaged with direct SMS blasts.  

Result

Thanks to our stellar performance in generating brand recognitionand outstanding data revenue, our relationship with the operator has proven a winning combination and developed into a series of promotional campaigns.

In 2009 we earned Turkcell’s most successful mobile marketing campaignaward, while at the 2010 Partner Strategy Day we celebrated receiving a silver award.These much-valued awards are judged by Turkcell's top executives on generated revenue, corporate understanding, relationship with the operator and customer satisfaction, and offer priority status for our joint projects.