Cannes Lions

ONE TURKCELL

R/GA, London / TURKCELL / 2014

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Overview

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Overview

Description

Turkcell needed a world-class solution to provide the best utilities, entertainment and innovation to its 35 million subscribers.

The ambition was to make the relationship between a customer and its carrier more rewarding and, ultimately, more human.

The ask was to develop a brand system that would unify the presentation and behaviour of products, services and platforms via a signature user interface framework that would encourage consistency and flexibility ensuring One Turkcell is always a fun and elegant user experience.

Execution

The new experience was promoted primarily through earned and owned channels – via direct-to-consumer SMS, social media, industry publications, at Turkcell events and the Apple App store.

Outcome

Turkcell customers have fully embraced the new solution. Every single metric has increased by a substantial margin. Mobile and tablet traffic increased by 200%, online transactions increased by 100%, device sales increased by 200%. The mobile app has become an immediate hit reaching a top spot in the App Store (second only to the Google App).

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