Campaign details
Category: Repositioning the BrandAward: GoldBrand: IstanbulkartAgency: MonroeMedia Channels / Touchpoints: Online Video, Social Media, Outdoor & OOH, Mobile, Digital Media, Design
Where were we?
New features enhance products, they do not transform brands.
Istanbulkart, Istanbul's official transit pass of 14 years, developed new capabilities to accommodate a wider range of day to day expenses. Despite major technical advancements (mobile app, POS compatibility...) and numerous brand partnerships (Migros, A101, getir, Marti...), Istanbulkart struggled to establish itself as a SVC (stored-value card) within the fintech category. Its competitors, however, differentiated themselves...