Turkcell BiP Messenger: Bi Sohbet - It's just a chat

Turkcell, a mobile phone operator, developed an anonymous chatbot platform that sought to target Turkish women and their fears of talking to men, in order to increase brand engagement and messaging rates.

Campaign details

Brand: Turkcell BiP MessengerLead agency: 4PLAY Mobile Creative PeopleRegion: 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...

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