Creative Execution

“Super Monday” is a micro-site competition for creating memes which is organized every Monday for professionals to get over the “Monday syndrome” using absurd comedy and disributes awards. Users can add their own texts to the pre-made memes with ease. The most creative memes win the awards.

Users created 18.925 memes during Super Monday, exceeding every expectation. In addition, 2.614.274 people were reached via Facebook while 2.485.171 were reached via Twitter. Moreover, we received a lot of positive feedback for our campaign and people kept sharing the memes. As a result, Turkcell Superonline achieved its purpose of attracting the attention of young professionals with a suitable insight, increase its brand awareness and created WOM.

Turkcell Superonline, one of the leading Internet service provider (ISP) brands of Turkey, was having budget limitations, which kept it away from mass media. Under these circumstances Turkcell Superonline decided to address its target audience via digital channels and prepared a strong communication plan. One of the target audiences was young professionals and white-collar workers of plazas. So, we came up with an idea to attract their attention and increase their brand awareness. “Monday syndrome” is one of the most popular topics among our target audience. There are several researches and social media conversation about the topic. In this context, the idea is positioned on digital environment where the entertaining conversations are born. As a result, we let them express how they feel about Mondays in an entertaining way by letting them create their own contents about it