Istanbulkart: Istanbul loves you

Istanbulkart, a transit pass, launched a campaign in Istanbul to renew its ossified image and build recognition as a bankless payment option.

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...

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