Challenge & Selection

Trying to sell new devices to customers has always been a big challenge for mobile  operators. Also in economical crisis situations, people get nervous when they see a new  device offer. For many years, when we start a new marketing communication campaign to  sell our custormers new devices, we couldn’t pass our offer properly. People didn’t even  look at the ad.

The challenge was; passing the offer to the consumers in an impressive way to catch  consumer’s attention in order to sell new devices. But, we have always been in a boring  mood in our communication campaigns. We needed a different, impressive approach.

Insight

So with our customers, we made a research. We tried to learn how we could set our method  to an attractive mood. Which visual elements don’t work? Which scripts make the consumer  nervous?

The technology is getting developed every day. So the device which we bought two years  ago gets slower day after day. We need to prepare good offers for our customers so they  could buy new devices.

Application

We used storytelling tool to tell our offers in an impressive way, in a story.  There was a couple and it was the new year’s eve. So they should give new year gifts  between each other. The husband sits on the kitchen chair and does nothing. Then the wife  comes in, gives the new year present to husband. It’s a smart watch. The husband takes the  present and becomes happy. Then he gives his present to his wife. It’s a frying pan shaped  package. The wife gets shocked but she tries to look like she’s excited. She opens the  package then she sees the real gift. A brand new smartphone, inside a frying pan. She loves  that joke and also she becomes happy thanks to smartphone gift.

With that joke, we make the consumers happy. When they were in a good mood, we  explained our offer at the end of the TV ad. “Make your loved ones happy. You can buy a  brand new smartphone to them with this offer…”. The consumers didn’t skip the ad, they  listened the offer until the end.

Approach

Consumers liked the new approach. Our sales had been increased. Next time, we will always  try to put the consumers in a good mood by using jokes, stories in TV ad. Then we will tell  the offer.


Challenge & Selection Trying to sell new devices to customers has always been a big challenge for mobile operators . Also in economical crisis situations , people get nervous when they see a new device offer . For many years , when we start a new marketing communication campaign to sell our custormers new devices , we could n’t pass our offer properly . People did n’t even look at the ad . The challenge was ; passing the offer to the consumers in an impressive way to catch consumer ’s attention in order to sell new devices . But , we have always been in a boring mood in our communication campaigns . We needed a different , impressive approach . Insight So with our customers , we made a research . We tried to learn how we could set our method to an attractive mood . Which visual elements do n’t work ? Which scripts make the consumer nervous ? The technology is getting developed every day . So the device which we bought two years ago gets slower day after day . We need to prepare good offers for our customers so they could buy new devices . Application We used storytelling tool to tell our offers in an impressive way , in a story . There was a couple and it was the new year ’s eve . So they should give new year gifts between each other . The husband sits on the kitchen chair and does nothing . Then the wife comes in , gives the new year present to husband . It ’s a smart watch . The husband takes the present and becomes happy . Then he gives his present to his wife . It ’s a frying pan shaped package . The wife gets shocked but she tries to look like she ’s excited . She opens the package then she sees the real gift . A brand new smartphone , inside a frying pan . She loves that joke and also she becomes happy thanks to smartphone gift . With that joke , we make the consumers happy . When they were in a good mood , we explained our offer at the end of the TV ad . “ Make your loved ones happy . You can buy a brand new smartphone to them with this offer … ” . The consumers did n’t skip the ad , they listened the offer until the end . Approach Consumers liked the new approach . Our sales had been increased . Next time , we will always try to put the consumers in a good mood by using jokes , stories in TV ad . Then we will tell the offer .