Campaign details

Brand: Turkcell - Bip
Lead agency: Arena Media
Region: EMEA

Strategy

Objective

Bip is the new application of Turkcell, the leading GSM operator of Turkey, and provides a new-generation instant messaging, audio and video communication experience. Bip is a newcomer in the market, however, with its value in ease of use and due to the absence of any other telecommunication and OTT platform that provides a similar service in Turkey, Bip would have an effective position for making the life easier for its target audience. Unlike Whatsapp, which dominates the market in instant messaging and video communication, Bip offers a wide variety area of use with contents such as music, magazines, sports, information etc. In addition to these advantages for daily life, Bip continues to create content focused on meeting the practical needs of its users; and one of them is Bip Translate service. In Turkey, 82% of the population lack foreign language and 77% use smartphones, therefore, automatic translation of the conversation was an opportunity for the product. Although there are many translation application, none of them are user-friendly. Thus, translation feature was integrated into Bip, which is a user-friendly application with 30 million users. We aimed to measure the performance of the Translate service during the communications that put this feature of Bip forth.