BiP: Habit injection

Turkcell's messaging and content app BiP used a media partnership approach to increase its active user base in Turkey.

Campaign details

Brand: BiPBrand owner: TurkcellLead agency: BPN IstanbulCountry: TurkeyIndustries: Telephone & internet servicesMedia channels: Mobile & apps, Radio, Social media, Sponsorship - mediaBudget: No budget

Executive summary

Turkcell's messaging and content app BiP needed a sustainable strategy to bring not only new but also active users. WhatsApp was the default messaging app in the market and BiP had to improve the percentage of active users in its base.

We reversed the classical push approach and changed BiP's positioning via invaluable media partnerships that are still active...

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