Creative Execution

In order to emphasize that the two actors are our brand representatives and they are there to turn people’s homes into Super Homes, we derived from the insight that our brand representatives meet a lot of interesting people while they work. We wanted our target audience to see a little bit of themselves in our video and create an emotional bond. Thus, we filmed our representatives going from door to door, introducing themselves and dealing with different situations. The videos were published on YouTube, Facebook and promoted on Twitter. As a result, we achieved great reach and changed perceptions.

Our video was a success, receiving positive responses and exceeding every expectation. 3.059.712 people were reached via Facebook while it was watched 1.565.584 times. In addition, the video was viewed 965.356 times on Twitter, received 134 re-tweets and 965 favorites. Moreover, it was watched 1.856.525 times on YouTube. As a result, Turkcell Superonline achieved its purpose of attracting the the mass audience that the actors played in the video were representing Superonline’s super services with suitable insights, increased its brand awareness and created WOM.

Turkcell Superonline is the leading Internet service provider (ISP) brand of Turkey. Superonline wanted to emphasize its speed of fiber Internet and new services to reach wider range of target audience and aired a TV commercial on the subject. On the TV commercial, the brand wanted to present the two actors as brand representatives who turn customers’ homes into “Super Homes” that consists of Superonline services, however; the target audience did not perceive them as such. The commercial received positive responses but the message was not clear. It was important for the brand to emphasize that our brand representatives were there to improve customers’ lives. Therefore, Superonline decided to use its main communication channel, digital media, and create a new video to make sure that the message was delivered.