Campaign details

Brand: Turkcell BiP Messenger
Lead agency: 4PLAY Mobile Creative People
Region: EMEA

Strategy

Objective

There were 2 main aims which made us create Bi Sohbet. First of all, we recognized the importance of how social taboos create pressure on women in their daily lives and wanted to deal with the issue. Especially in Middle Eastern countries and Turkey, we figured out, even when they try to communicate with a member of the opposite sex, they feel guilty so that our main purpose was just to remind them communication is a basic need and you should feel free with it. Secondly, by doing so we also aimed to raise the main KPI, messaging rate, of our brand; Turkcell BiP Messenger. The biggest challenge was women's fears. They weren't trusting not only to the person who they chat but also to the match-making platforms. The key performance is the anonymous matching chatbot channel that we created in Turkcell BiP Messenger. Our main measurements are the subscriber number, women-men rate, and messaging rate.

Target Audience