Cannes Lions

Discountification Badge

TRIBAL WORLDWIDE, Istanbul / SOK MARKET / 2019

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Case Film
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Overview

Entries

Credits

Overview

Background

Situation

During the economic crisis in Turkey, the Turkish Lira decreased 40% in value. Prices kept changing constantly. Especially, the fruit and vegetable prices became hard to keep track of. Discount markets became more popular, but competition became even more challenging.

Brief

Find a way to differentiate SOK within the communication cluster created by all discount markets during this time of economic crisis.

Objectives

• To increase the App’s active user rate

• To differentiate SOK among competition in a way that contributes to creating buzz around the brand.

Idea

We created the first and only mobile app that showed the discounted prices without opening the app. The number on the app icon, which normally indicates the number of notifications, was changed daily to indicate the price of the discounted product of the day. Therefore, notifications became discounted price badges. And users had a chance to learn about the discounted price of the products without even opening the app.

Strategy

Target audience (consumer demographic/individuals/organisations)

• SOK’s current mobile app users

• Potential discount market users

Approach

Highlighting SOK’s mobile app within the application and notification cluster, using a creative approach that makes the app super-easy to use. You don’t even need to open the app to follow the discounts!

Execution

Implementation

We developed a software that connected the prices data with the notifications of the app. So once the price of the discounted product changed, the notification icon on the app changed accordingly.

Timeline

Having started in October 2nd, 2018, the execution is being activated periodically.

Placement

SOK’s mobile app

Scale

Local

Outcome

• SOK’s mobile app’s usage rate increased by 35% and reached 270.106 people.

• SOK’s mobile app’s revenue increased by 45% within 6 months.

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