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Doritos "Party is Here“ Brand: FRITO LAY / DORITOS GOAL: Launching a creative and unique promotion campaign that would increase sales during the summer period and connecting the campaign to the global Black Eyed Peas featured Doritos campaign: “Where is the Party at?”. A prize-focused strategy was developed. The most important element of the campaign would be the prizes. They should be both attractive and beneficial in order to satisfy target consumers. And, each participant should win a prize and feel the party air after participating to the campaign. Therefore, the campaign should be differentiated with the prize opportunities it presented. SOLUTION: The most significant and important gift was cash money as it was very desirable and useful. But it was very difficult to deliver thousands of cash money prize through mobile. So cooperation with Garanti Bank was brought into scene by Aerodeon. Garanti Bank has launched a new product called “Mobile Bank” which gives its customers the opportunity to send money to each other through their mobile phones. With entering on the ATM, the transaction password attained by the bank, amount, sender’s phone number, and receiver’s phone number, anyone can use Mobile Bank. A very detailed technological development has been raised in order to connect Aerodeon’s and Garanti Bank’s IT infrastructures.  Participants were asked to text the unique codes found in the product packages, to the campaign’s short code. In return, participants instantly received messages by Aerodeon that inform them about the amount of money they won, and the sender number that they have to enter on the ATM screen. A second message was sent to the winners by Garanti Bank that states the password they have to enter on the ATM screen. The other instant gifts of the campaign were Turkcell credits/air time and Black Eyed Peas wallpapers, ring tones which were given in order to keep the link with the global image campaign. Besides, according to the highest daily participation, each day one couple won the chance to watch the Black Eyed Peas concert in Bangkok, all travel costs were met by Doritos. RESULT: “Party is Here” campaign reached a high participation level. As for the quantitative results, a total of 3.100.000 participations were gathered in 3 months. Unique participation was 2.343.000. Almost 400.000 USD of money prize distributed to approximately 40.000 participants. More than 900.000 participants won a total of 8.000.000 credits & airtime. All of the participants won Black Eyed Peas ringtones and wallpapers.The campaign fully satisfied the target of generating high volume sales, and created huge awareness

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IKEA CATALOGUE Campaign

Brand: IKEAPartners: Target YouthDuration: 06.10.2006 – 15.11.2006

GOAL: The IKEA catalogues are prepared in detail with an intensive work and distributed to homes at the beginning of the season. The aim of IKEA was to provide long term usage of the catalogues which includes detailed information about the IKEA products.

SOLUTION: The catalogues have been distributed to customers with bookmarks placed in the first page. Participants texted passwords on the bookmarks with the name of the IKEA product that they liked most, their name, and address, in order to take place in the prize draw. Prizes consisted from Ikea gift vouchers of various amounts, highest being 5.000 YTL (3.000 USD). Besides, with the “instant win” mechanism every 50th person of the first 50.000 participants won gift coupons for 10 YTL (7 USD).

RESULTS: Redemption rate has been five percent. Most liked Ikea product has been identified as EKTORP. Ikea obtained full list of mostly liked products.

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FINANSBANK Loyalty Campaign

Brand: FINANSBANKDuration: 11.10.2006 – 31.12.2007

GOAL: Rewarding CardFinans credit card holders, with providing them an opportunity to get credits/minutes by using their accumulated money points.

SOLUTION: A very detailed technological development had been raised in order to connect Aerodeon’s and Finansbank’s IT infrastructures. Fixed campaign codes are defined for CardFinans holders. Fixed codes always take place on account summary and credit card slips. Participants, text their campaign code, with their birth year and the amount of the credits/minutes they demand. An instant verification is done on the background in order to ensure that data of the credit card holder is accurate, and in return participants instantly receive credits/minutes if their demands are suitable for the determined terms.

RESULT: Since the beginning of the campaign, in two months, annual target has been accomplished.

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PEPSI EMOTICONS

Brand: Pepsi Duration: 01.01.2008 – 31.03.2008 GOAL: The goal of the campaign was to encourage consumers to express their emotions through Pepsi Emoticons. SOLUTION: Participants were asked to text the unique codes under the Pepsi lids and pulling tabs to Turkcell 3323 or enter the code on the campaign web site www.duygularinigoster.com. The killer application of the campaign was the prize opportunities it presented. During the campaign, the first participant of every hour, between 12pm and 8pm, won an iPod Touch. The other effective instant win prize of the campaign were Turkcell credits/air time. Besides all of these prizes, various of mobile games and wallpapers were developed for the campaign.  In order to strengthen the campaign in each level, various B2B mobile campaigns were executed at the same time. Also, lots of text &win campaigns were executed at the retail stores for end consumers. RESULT: Participation in the campaign reached far beyond expectations with almost 8.5 million participation s,which has never been reached before in a text&win campaign in Turkey.

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NESTLE CRUNCH CAMPAIGN Brand: Nestle Duration: 01.04.2008 – 15.05.2008 GOAL: Launching a big promotion campaign that would create a word-of-mouth effect and to differentiate with the “MobileBank” prize offered. SOLUTION: In order to participate the campaign, participants were asked to text the unique codes in the Crunch packages to the campaign’s code number or enter the code on the Web site www.crunch.com.tr. The first participants of every minute instantly won 10, 20 or 40 YTL (equivalent to 8, 16 or 32 USD) of cash prizes. Besides, each participant had a chance to win free Crunch. RESULT: The campaign was met by great appreciation by consumers and achieved its goals.

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AXE ACADEMY

Brand: AXE                                            GOAL: Extending the marketing mix to an interactive mobile element while enabling consumers to try the Axe deodorant. SOLUTION: In order to communicate the newly launched Axe TV commercial to the target consumers, Turkcell-im WAP site was an effective medium because of its interactive feature. So, the video has been adopted to mobile format by Aerodeon Turkey and broadcasted on the main page of Turkcell-im WAP site.  The thumbnail of the video was seen on the main page with 100% visibility. Thereby, all users who have logged in Turkcell-im could see the video thumbnail. The ones who has clicked on the Axe video, have been directed to a landing page where they could download the newly launched Axe video for free of charge.  RESULT: The application started on 5th of March, and went on until 16th of March. In 11 days, a total of 63.998 videos have been downloaded by users for free of charge.

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AXE VIDEO DOWNLOAD SELECTED VISUALS 

www.axeakademi.com

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PEPSI PHOTOCAN Brand: PEPSI GOAL: Pepsi is striving to present the youth with a new approach on life, challenging them to live and enjoy life. Pepsi also wants to transmit the feeling that Pepsi drinkers are special and they deserve special prizes that cannot be given to them by any other brand. Following this strategy, a campaign called Photocan comes into scene which reflects fun and excitement of youth to take the best out of life. Pepsi consumers were invited to take place with their photographs on Pepsi cans. The slogan of the campaign was determined as “Take action, make your choice and live young!” which was challenging the youth to enjoy life, and to take their chances.SOLUTION: Participants are asked to send their photos that represent themselves to short number via MMS. The first 1.000 participants instantly win 10 credits/2.5 minutes airtime. After participants send their photos, these photos are broadcasted and voted on the web site www.fotografinigonderkendinigoster.com (send your photo, show yourself). The most voted 10 photos broadcasted online on wap.pepsi.com.tr during the campaign. The photos also broadcasted on the giant LED billboard on Taksim Square, one of the busiest squares of Istanbul. Furthermore, an IVR mechanism has been developed in order to inform the participants about the campaign. Participants were asked to call the GSM number, which was seen on the TV commercial, via their mobile phones. The first 2.000 participants who called the number, instantly won 10 credits/2.5 minutes airtime. In the middle of the campaign period, an MMS was sent to target consumers in order to challenge themfor participating to the campaign. Since mobile world was the exact place to catch target audience, campaign’s WAP banner was broadcasted on the Entertainment page of Turkcell-im WAP portal between August 1st and 31st.

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RESULT: The first phase of the campaign ended and 15 photos which have got the highest rates won the chance to be placed on millions of new Pepsi cans and bottles. As the campaign was met by great appreciation by consumers and achieved its goals, it is decided to go on with new photos and packages. As for the quantitative results, a total of 95.832 photos were sent between 01.07-06.09.2007. And a total of 91.317 members signed up to the web site in two months; 444.352 visits were made by 189.358 unique visitors and 2.340.146 page views gathered. On the other hand, 48.579 IVR call gathered between 01.07-06.09.2007 and 14.5 % CTR gathered from the WAP banner between 01.08-31.08.2007.