Creative Execution
Aware of this need, the youth subbrand of Turkey's leading mobile operator gnctrkcll brought customer services, brand benefits and social media interactions together, into a mobile app, as a whole new experience with the brand.
Using this mobile platform, a member could:
• Get access to information regarding his GNCTRKCLL account
• Get live support via Gencaver, personalized customer service
• Win badges that would lead him to premium rewards
• Benefit from brand offerings with a single click
• Participate in crowdsourcing campaigns
At the heart of this application was a gamification engine that allowed us to track the footsteps of our members. By processing this “big data”, not only did we track their personal needs, but also established an infrastructure that offers them personalized benefits. A member who benefited from "buy 1 & get 1 free cinema ticket" campaign 3 times won a personalized movie badge that gave him an extra movie ticket.
And if he was using the special "Lovers" GSM bundle, he got a free ticket for his girlfriend as well! We suggested special gaming offers to those interested in computer games. And rewarded hardcore gamers with invitations to the İstanbul Game Expo! We offered Data, SMS or Minutes to consumer regarding their consumption & need.
In short, we created the first truly personalized mobile app that aimed active brand loyalty through real interactions and unique offers.
The application was an instant success. Although it was exclusive to club members, gnctrkcll application got into App Store Turkey’s Top 50 during the first week of release.
More than 260.000 club members downloaded the app in 3 months. An average user logged in 10 times a month.
Members won 400,000 badges and enjoyed more than 100,000 personalized benefits.
Users rated the App with 4.5 stars on App Store and Google Play. This was the highest rating for a branded app in the industry.
Young people evaluate brand offers and good deals more than anyone. But more valuable offer can be given by any brand with a sufficient budget. The truth is, youngsters feel a strong bond with brands that make them feel more special than others. In terms of brand loyalty, they came last amongst all age groups. Telecommunications market in Turkey was still price oriented. But with smart phones in their lives, the young expected more than just affordable prices. The market needed a totally different approach towards customer satisfaction and loyalty. As a leading youth brand with 7 million members, gnctrkcll needed to strengthen loyalty and emotional bonding to the brand.
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