Cannes Lions

MOBILE PHONES

TURKCELL, Istanbul / TURKCELL / 2009

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Overview

Entries

Credits

Overview

Execution

World’s first Ad RBT platform Tone&Win has 3 main objectives following Turkcell’s long term strategies; •Creating mobile marketing revenue•Providing a loyalty program for Turkcell subscribers with a minimum churn rate •Becoming an important tool to reach competitors’ subscribers.The mobile is the new medium of the 21st century as the digital mediums are booming in the eye of the consumers, the media and the advertisers alike. Tone&Win is a truly revolutionary advertising platform in the mobile world. Our competition was not with other kinds of mobile advertising solutions, but conventional mediums. Creating new revenue share to 3rd parties including mobile marketing agencies and media agents were aims.

The press release was covered in major TV, newspapers, magazines, web sites and web forums both in Turkey and internationally. Web sites including popular blogs and forums play a key factor in the WOMM effect.

Outcome

WOMM effect increased Tone&Win member rates monthly; the monthly member increase rate is 338% (July: 5000; August: 10,000; September: 20,000; October: 140,000 Members). And each Tone&Win member provides 30 distinct listeners and 200 distinct incoming calls each month. By the end of 2008, more than 500,000 distinct users have become members of Tone&Win, by reaching nearly 15,000,000 distinct people/month.

40 different brands including Coca Cola, Unilever, Warner Bros and major Turkish brands joined the service. Turkcell also offers periodical reports to brands.

Tone&Win was also awarded as “Best Mobile Advertising Service” in the 14th GSMA Global Mobile Awards.

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