Cannes Lions

TURKCELL

MINDSHARE, Istanbul / TURKCELL / 2014

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Case Film
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Overview

Entries

Credits

Overview

Execution

We embedded an SDK (Software Development Kit) into six of the most popular mobile applications, with over 25 million weekly visits in total, to detect users with low battery levels. When the SDK detected a user with 20% battery levels or lower, a full-page banner ad alerted them to impending shutdown. It also offered an immediate subscription to the ‘Who Has Called’ service. The banner itself could detect battery levels and displayed an accurate real-time estimate of ‘time until battery shutdown’. Users could subscribe immediately by clicking our banner.

Outcome

By targeting the moment of need, we achieved a 25% better performance than is possible using similar mobile models. This adaptive, targeted approach meant many Turkcell customers subscribed instantly. More than 84,000 users clicked through the banner generating significant growth in service subscriptions. Altogether, our banner created more than four million impressions.

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