Creative Execution

We wanted our target audience to stand up against their current slow Internet and express their disappointments with enthusiasm. We had to connect with the male purchase decision makers and show them that we were there for them. Since football is a big part of their lives, chants of the football fans were great for our purpose. Chants were composed combining all three points of interest and filmed in their every day contexts. The troubles of our target audience were showed as games, movies and music lagging and our crew shows up chanting and inviting them to join Turkcell Superonline.

Turkcell Superonline increased its brand awareness by 3% from 65% to 68%. The videos were viewed 5.500.000 times on YouTube and 7.000.000 times on other channels in two weeks. Due to the communication plan for December 2014, applications received from superonline.net were 30% higher than the applications rates from previous 11 months. According to Information Technologies and Communication Authority, the number of Turkcell Superonline’s fiber Internet customers was 735.000 in the fourth quarter of 2014, while leading operator’s fiber customers was 729.000. Thus, Turkcell Superonline became the leading fiber Internet in the fourth quarter of 2014.

Internet service provider Superonline joined mobile phone operator Turkcell Group and started making waves. The market leader TTNET was dominating the market with 71,7%. In order for Superonline to increase its market share in this tough competition environment, it needed to increase its sales and brand awareness. Budget limitations kept Superonline from mass media. Under these circumstances Turkcell Superonline decided to address its target audience via digital channels and prepared a strong communication plan. Thus, we targeted the audience who were not pleased with their current ISP but did not change it for some reason. They are mostly males from ABC1 SES group who make the purchasing decisions for choosing Internet service providers. Their online habits include games, music and movies. In other words, they are consumers who use the Internet often and need it to be fast.