Cannes Lions

TELECOMMUNICATIONS

MANAJANS/JWT, Istanbul / TURKCELL / 2011

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Overview

Entries

Credits

Overview

Execution

Youths are not in command of their lives, the decision makers are everybody but themselves. No-one ever asks them about their opinions on their own lives. Upon discovering this insight, we have created a social network platform called bumubumu.com, where youths would lead the brand and decide on Gencturkcell’s every promotion.

We opened polls for every promotion activity:Do you want a discount or a gift from Mavi?Do you want coffee or desert from Mcdonald's?Youths gave their votes through mobile, internet and live street voting. Gencturkcell implemented these campaigns according to the response rates of the polls.

Outcome

From day 1 thousands of people voted on campaign questions and engaged in social interaction on BumuBumu creating fun questions and collecting their responses. 75.000 entries were created and the website received 1.000.000 visitors in a month. 100.860 people signed up and total of 2.000.0000 votes were collected. For the first time in Turkey a brand was lead by it’s audience.

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