Campaign details

Brand: BiP
Brand owner: Turkcell
Lead agency: BPN Istanbul
Country: Turkey
Industries: Telephone & internet services
Media channels: Mobile & apps, Radio, Social media, Sponsorship - media
Budget: 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 today. BiP stopped being an advertised brand: it became a natural and integral part of media and the main communication platform connecting audiences to media.

Dedicated BiP hotlines became the audience's voice, sharing BiP users' real-time news updates. Hotlines are announced during news broadcasts on almost all national and news TV stations where no advertising is allowed. BiP also became the single platform for favourite music requests on the biggest music network in Turkey, and on Traffic Radio, where users sent real-time traffic updates.