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Vodafone Turkey - Mobile Marketing Campaign of the Year

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: Vodafone Turkey, Istanbul
Entry Submitted By: Ketchup Loyalty
Company Description: Vodafone Turkey is the 2nd largest mobile communication company of Turkey with nearly 22 million users. Being the second biggest international investor of Turkey, Vodafone Turkey operates in 81 cities with its more than 3300 employees, more than 1200 stores, 23 thousand points of sale.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Mobile Marketing Campaign of the Year

Nomination Title: Vodafone Yanimda (Vodafone With Me) - #What’sThereForMe Campaign

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

Genesis:

Vodafone Yanimda is a mobile platform where all Vodafone subscribers can freely download and register in order to manage their account and keep updated with Vodafone’s special offers. “#BanaNeVar” (#What’sThereForMe) project, as a part of the Vodafone Yanimda app, offers special and surprise GSM deals and nonGSM gift voucher offers to subscribers every week since September 2016.

Planning:

#BanaNeVar project offers are differentiated to each and every subscriber every week, based on customer’s value in Vodafone. Offers are presented with a surprise effect, thus subscribers wouldn’t know their special deal until they request it.

Upon launching Yanimda app, subscribers encounter with two choices on their home page screen and asked to choose one of the below:

A GSM based gift: Free internet, Free voice minutes or free SMS (e.g. 1000 MB free internet data valid for 24 hours)

A Non-GSM gift: Discount or free voucher from a contracted merchant (e.g. Free burger menu from Burger King)

A 360 degree communication plan was established to promote the campaign. "Beyaz", Turkey’s most famous Talk Show Host, comedian and actor appeared on the TV commercial explaining the project while promoting brand partners. Campaign also supported with a significant OOH, print, radio and digital media plans.

Execution:

Vodafone Yanimda #BanaNeVar’s business model is to reward each and every Vodafone subscriber every week based on their lifetime value. We created a smart offer matrix for every week according to a rule set showed below. For a particular customer, system automatically determines the relevant gifts every week within the offer matrix:

Segment Type (premium, youth, mass)
Customer’s Tenure (years spent at Vodafone)
Customer’s tariff details (prepaid or postpaid etc)
Customer’s location at the time of gift choice
Customer’s smartphone ownership

The matrix behind is never showed or communicated to subscribers in order to create the surprise effect. The reward is shown immediately with no prior condition, it's just simply enough to be a Vodafone subscriber and all they have to do is to launch the app and get their gift.

The campaign was first of its kind within the operator world and also in Turkish telecom market. It helped to increase the popularity and engagement of the Vodafone Yanimda mobile app. Moreover, right after the success and the hype of Vodafone’s campaign, main competitor of Vodafone launched a similar but a limited version of this project.

Results:

Benefits on Vodafone Side:

Campaign has been going on for 35 weeks. Total number of campaign participation reached 37.5M and 5.4M unique subscribers used this campaign in 35 weeks. Average weekly campaign participation reached 2M in recent weeks. Frequency of subscriber participation is 7.

-Over 36 million GSM offers and 976K NonGSM codes were issued (demanded by subscribers)
-95% of them chose GSM gifts whereas 5% chose Non-GSM gifts.
-Average of 500 MB by a subscriber in a month. Of all campaign participants, %65 used internet and of all internet distributed 50% of all internet has been used.
-150K codes were redeemed at partner brands resulting in a redemption ratio of %14.
-Monthly app download of Vodafone Yanimda exceeded 15 Million with a %50 increase compared to beginning of this campaign.
-More than $1M of revenue were generated for the brand partners in nonGSM offers.
-Subscriber churn rate has been improved by 2 points.

Benefits on Customer Side:

-5 Million subscribers picked the GSM benefits:
-Over 24M GB of mobile data
-Over 5M minutes of communication
-Over 300K SMS
-Over 970K codes worth 2.028.470 TL were issued in Non -GSM offers by 400K customers:
-5.000 free plane tickets
-50.000 free Burger King Menus
-Over 10.000 free cinema tickets
-1.8 M TL worth of gift voucher at Boyner (famous local fashion retailer)
-2.5M TL worth of gift voucher at N11.com (famous e-commerce brand)
-15.000 free discount voucher up to 10 TL and 20 TL redeemed at

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

Summary:

-“#BanaNeVar” (#What’sThereForMe) project, as a part of the Vodafone Yanimda app, offers special and surprise GSM deals and nonGSM gift voucher offers to subscribers every week since September 2016.
-Upon launching Yanimda app, subscribers encounter with two choices on their home page screen and asked to choose one of these; A GSM based gift: Free internet, Free voice minutes or free SMS (e.g. 1000 MB free internet data valid for 24 hours) or a Non-GSM gift: Discount or free voucher from a contracted merchant (e.g. Free burger menu from Burger King)
-The reward is shown immediately with no prior condition, it's just simply enough to be a Vodafone subscriber and all they have to do is to launch the app and get their gift.
-Campaign has been going on for 35 weeks. Total number of subscribers participated in this campaign reached 37.5M in 35 weeks.