Cannes Lions

A BETTER USE FOR COINS

MINDSHARE, Istanbul / VODAFONE / 2015

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Overview

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Credits

Overview

Description

Here in Turkey, fans are not allowed to bring coins in stadiums due to security reasons. The coins mostly end up being spent on water, snacks and other fan gimmicks, most of which are not allowed in the stadium as well.

Furthermore, mobile phones are essential to sharing the heat of the game with friends and other fans either to celebrate with or tease them.

We saw this opportunity to promote our daily top-up cards that only cost 1 TL and could be instantly used in exchange for voice, data and SMS.

Execution

On February 26th, Besiktas played against Liverpool with a full house of 70,000 fans. We placed a special vending machine stocked with our top-up cards on stadiums’ entrance. With the help of an event team we supported units visibility and introduced our product to fans.

Fans were encouraged to share their experience on Twitter using #paramceptekalsa (#KeepYourMoney).

Our social media team posted updates and pictures from the scene to increase awareness amongst fans outside the stadium.

Outcome

Vending machine sold 15 times more units than what a crowded Vodafone Shop does daily.

Promoted posts on Facebook and Twitter reached an audience of 2 million.

#paramceptekalsa rapidly rose into trending topics on Twitter, 98% of the conversation was positive.

Our posts on Twitter reached 26% engagement rate; 20 times the average.

Our vending machine got coverage on clubs television channel, BJK TV, various marketing magazines and websites.

Fans demanded that the vending machine should be permanent on Vodafone Arena, new home of Besiktas and Turkey’s first smart stadium, that is currently under construction.

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