Example Reflection – Storytelling      Challenge & Selection     Last year the regulation about the home broadband internet was changed. Before the  regulation, the speed of the internet was limited after you reached to some amount of  specific quota. As an example, let’s say I have a tariff 50 GB with 24 Mbps speed internet.  Although I’ve spent the 50 GB internet, I was still able to use internet (because I have an  unlimited tariff). However, my speed would be decreased. After that regulation, the speed  won’t decrease anymore.   The challenge was; launching this big news with an impressive way to catch consumer’s  attention in order to higher our brand awareness and gain new customers. However, we  were always high-speed internet concept on our communication. We needed a different  approach.   We made a small research. We talked to people and start thinking why we need high-speed  internet. If our internet speed slows down, what happens? What do we do mostly online?  The result was we mostly watch videos, use social media, watch movies and listen music. In  brief, we consume contents. At that time, what the mostly content consumed was funny cat  videos. We also learned that because of the economic problems people started to spend  more time at home watching movies on Netflix etc.   The news was big and we wanted to share this news in a positive and effective way. Thus,  we wanted to use storytelling tool by putting us in our consumers’ shoes and show what the  high-speed internet will cause.     Application     Technology is developing and internet is getting faster. So, consumer wants faster internet in  order to consume more content and also faster internet leads to more content  consumption. There is a dual relationship between content consumption and high-speed  internet.   So we used storytelling tool and tell our story on the consumers’ point of view about freely  content consumption with a high-speed internet.   There were two neighbors. One neighbor living upstairs owns our fiber internet product. The  other one living down stairs suddenly realizes that cats were dropping from the ceiling. The  couple was shocked and confused. He climbs stairs in order to find out what is going on.  Once the upstairs neighbor opens the door, downstairs neighbor sees lots of internet  contents like social media influencers, social media signs, movie characters, game characters  and etc. The upstairs neighbor says “I don’t turn off my internet because my fiber internet is  high-speed and limitless.”   Our slogan was “To make your home full of internet content, our fiber internet is limitless  from now on”. We also made some short ads too saying that; “watch and watch and watch,  your internet is limitless” “listen and listen your music… Your internet won’t come to an  end” etc.

Insight & Approach     Our insight was people started to spend most of their time at home consuming content like  watching movies online, watching videos on Youtube, listening music online etc. They  needed high-speed internet to consume content. However, their speed was lower after  consuming a limited quota. So they was used to it, but with the new regulation this problem  will be over.   It was a regulation, so all the company’s services will be better. However, if we launch our  campaign first, add a value and tell this news with a story, we’ll be more effective than the  competitors.   We used insights of the consumers to shape our story and tell them our fiber internet  service lets you free. You are limitless on high-speed internet. We also offer them free usage  of some social media product meaning even if you use internet with quota, using these  specific products won’t affect/lower your quota. It was our added value.   Consumers liked our new approach and ad very much. Our internet product sales, brand  awareness increased.


Example Reflection – Storytelling Challenge & Selection Last year the regulation about the home broadband internet was changed . Before the regulation , the speed of the internet was limited after you reached to some amount of specific quota . As an example , let ’s say I have a tariff 50 GB with 24 Mbps speed internet . Although I ’ve spent the 50 GB internet , I was still able to use internet ( because I have an unlimited tariff ) . However , my speed would be decreased . After that regulation , the speed wo n’t decrease anymore . The challenge was ; launching this big news with an impressive way to catch consumer ’s attention in order to higher our brand awareness and gain new customers . However , we were always high - speed internet concept on our communication . We needed a different approach . We made a small research . We talked to people and start thinking why we need high - speed internet . If our internet speed slows down , what happens ? What do we do mostly online ? The result was we mostly watch videos , use social media , watch movies and listen music . In brief , we consume contents . At that time , what the mostly content consumed was funny cat videos . We also learned that because of the economic problems people started to spend more time at home watching movies on Netflix etc . The news was big and we wanted to share this news in a positive and effective way . Thus , we wanted to use storytelling tool by putting us in our consumers ’ shoes and show what the high - speed internet will cause . Application Technology is developing and internet is getting faster . So , consumer wants faster internet in order to consume more content and also faster internet leads to more content consumption . There is a dual relationship between content consumption and high - speed internet . So we used storytelling tool and tell our story on the consumers ’ point of view about freely content consumption with a high - speed internet . There were two neighbors . One neighbor living upstairs owns our fiber internet product . The other one living down stairs suddenly realizes that cats were dropping from the ceiling . The couple was shocked and confused . He climbs stairs in order to find out what is going on . Once the upstairs neighbor opens the door , downstairs neighbor sees lots of internet contents like social media influencers , social media signs , movie characters , game characters and etc . The upstairs neighbor says “ I do n’t turn off my internet because my fiber internet is high - speed and limitless . ” Our slogan was “ To make your home full of internet content , our fiber internet is limitless from now on ” . We also made some short ads too saying that ; “ watch and watch and watch , your internet is limitless ” “ listen and listen your music … Your internet wo n’t come to an end ” etc . Insight & Approach Our insight was people started to spend most of their time at home consuming content like watching movies online , watching videos on Youtube , listening music online etc . They needed high - speed internet to consume content . However , their speed was lower after consuming a limited quota . So they was used to it , but with the new regulation this problem will be over . It was a regulation , so all the company ’s services will be better . However , if we launch our campaign first , add a value and tell this news with a story , we ’ll be more effective than the competitors . We used insights of the consumers to shape our story and tell them our fiber internet service lets you free . You are limitless on high - speed internet . We also offer them free usage of some social media product meaning even if you use internet with quota , using these specific products wo n’t affect / lower your quota . It was our added value . Consumers liked our new approach and ad very much . Our internet product sales , brand awareness increased .