Creative Execution

In our 20-second pre-roll video, Turkcell Superonline is positioned as a hero who destroys the buffering icon. Utilizing “medium is the message” motto, we choose pre-rolls that are watched before the videos. The pre-roll began with a buffering sign on a solid background. When they first saw the buffering sign, users thought the video they were trying to view was not loading. Kerem Bursin, the celebrity who starred in the TV commercial, stepped into the scene and started punching the buffering sign until it disappeared. The video was broadcasted on the most consumed online video channels in Turkey.

The pre-roll directs consumer to Turkcell Superonline official website, thanks to one step user journey, target audience visit the website and can easily do online application. Online application via Turkcell Superonline website increase by 40%. The pre-roll has 3.700.000 views on YouTube and became “Top 10 Most Watched Ads” on YouTube Ads Leaderboard: https://www.youtube.com/playlist?list=PLAY1DJknQFz_NkuBZB2NyVB5aR16WXR0y. Furthermore, “Try Light Speed Internet” campaign sub-page became the most visited fiber Internet campaign page under www.superonline.net with 147.000 visits which result is strongly above the expected visit. Searching trend about “superonline” word on Google increased 11% during the campaign August 2014 to September 2014.

Turkcell Superonline is the leading Internet service provider (ISP) brand of Turkey. In 2014, Superonline wanted to emphasize speed of fiber Internet to reach wider range of target audience and increase lead number. The main aims of the campaign are increasing lead collection through attracting attention to the speed and quality of the Internet service provided by Turkcell Superonline. To reach a wide target audience, the communication idea and media solution need a strong consumer insight. Researches show consumers watch online videos mostly and the most crucial point for watching online is fast Internet. According to these results, the campaign idea is dedicated to emphasize speed of fiber Internet of Turkcell Superonline through what consumers are familiar on online video watching. Thus, our objectives for our video campaign were increasing online applications for our fiber Internet, receiving as much views as possible, and increasing our search volume for new leads.