Turkcell organized an exhibition called “The Dialogue Museum”. By creating the opportunity to experience how visually impaired people manage their daily activities, such as using public transportation or choosing the right bills while shopping, this exhibition increases understanding towards people with disabilities. For this reason, Turkcell wanted to create an innovative and interactive campaign that could make people feel empathy with people with disabilities. Hence, Turkcell used the blink detection technology on Android devices to attract its audience.

Mobile banners invited users to close their eyes and experience the world without sight. While mobile users were on Turkey’s most popular apps, they encountered the mobile banners asking them to close their eyes for a different experience. Utilizing the blink detection mechanism of Android devices, the ad was only displayed to users who closed their eyes. If no eyes were closed, the content simply didn’t appear. This interaction brought empathy towards the visually impaired and simulated a smaller version of the Turkcell Dialogue Museum. Afterwards, when mobile users opened their eyes they were invited to Turkcell Dialogue Museum opening. This campaign was the first use of the blink sensor on Android devices for a mobile ad. Mobile banners were published on 18th of March, one month before the opening of the exhibition. Mobile users in Turkey with Android devices supporting the blink detection mechanism were targeted.

300.000 people didn’t see the ad because their eyes were closed. 14% of the users completed the sequence and finished the loop. Turkcell managed to give people a glimpse of what it’s like to have their sight limited. The ad they didn’t see taught them much more than anything we could have shown.