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2008-05-22T12:58:10-01:00
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AKBANK – Mobile Advertising for SMS-Based Consumer Loan
2007-12-03T03:50:00-01:00
2007-12-03T03:50:00-01:00
2007-12-03T03:50:00-01:00
http://mmaglobal.com/modules/article/view.article.php/1741/c1
Clif Watkins
Category: Case Studies<p class="MsoNormal" style="margin: 0in 0in 10pt; text-align: center" align="center"><strong><span style="font-size: 10pt; color: black; line-height: 115%"><font face="Calibri">AKBANK – MOBILE ADVERTISING FOR SMS-BASED CONSUMER LOAN<o:p></o:p></font></span></strong></p>
<p class="MsoNormal" style="margin: 0in 0in 10pt"><strong><span style="font-size: 10pt; color: black; line-height: 115%"><font face="Calibri">Brand:</font></span></strong><span style="font-size: 10pt; color: black; line-height: 115%"><font face="Calibri"> Akbank (One of the three biggest retail banks in Turkey) <br />
<strong>Product</strong>: SMS + MMS<o:p></o:p></font></span></p>
<p class="MsoNormal" style="margin: 0in 0in 10pt"><font face="Calibri"><strong><span style="font-size: 10pt; color: black; line-height: 115%">Company:</span></strong><span style="font-size: 10pt; color: black; line-height: 115%"> Pharos Consulting <o:p></o:p></span></font></p>
<p class="MsoNormal" style="margin: 0in 0in 12pt"><font face="Calibri"><strong><span style="font-size: 10pt; color: black; line-height: 115%">Partners:</span></strong><span style="font-size: 10pt; color: black; line-height: 115%"> Turkcell <o:p></o:p></span></font></p>
<p class="MsoNormal" style="margin: 0in 0in 10pt"><font face="Calibri"><strong><span style="font-size: 10pt; color: black; line-height: 115%">Goals: </span></strong><span style="font-size: 10pt; color: black; line-height: 115%"><o:p></o:p></span></font></p>
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<li class="MsoNormal" style="margin: 0in 0in 0pt; color: black; line-height: normal; text-align: justify; tab-stops: list .5in; mso-list: l0 level1 lfo1"><span style="font-size: 10pt"><font face="Calibri">Creating a direct response to Akbank's new SMS-LOAN product <o:p></o:p></font></span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt; color: black; line-height: normal; text-align: justify; tab-stops: list .5in; mso-list: l0 level1 lfo1"><span style="font-size: 10pt"><font face="Calibri">Reach customers by both SMS and MMS to diversify customer experience with boosting awareness <o:p></o:p></font></span></li>
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<p class="MsoNormal" style="margin: 0in 0in 10pt"><font face="Calibri"><strong><span style="font-size: 10pt; color: black; line-height: 115%">Solutions:</span></strong><span style="font-size: 10pt; color: black; line-height: 115%"><o:p></o:p></span></font></p>
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<li class="MsoNormal" style="margin: 0in 0in 0pt; color: black; line-height: normal; text-align: justify; tab-stops: list .5in; mso-list: l0 level1 lfo1"><span style="font-size: 10pt"><font face="Calibri">Out of 5.000.000 Turkcell permitted subscribers, a target profile was set upon the criteria “billing size”, “employment info”, “static location” together with “SMS banking” penetration and “mobile marketing” interactivity <o:p></o:p></font></span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt; color: black; line-height: normal; text-align: justify; tab-stops: list .5in; mso-list: l0 level1 lfo1"><span style="font-size: 10pt"><font face="Calibri">Consumers were asked to write their citizenship ID and send it to the short code 4425 in order to initiate the loan application process. Loan approval is instantly sent to the consumers by Akbank. <o:p></o:p></font></span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt; color: black; line-height: normal; text-align: justify; tab-stops: list .5in; mso-list: l0 level1 lfo1"><span style="font-size: 10pt"><font face="Calibri">Approximately 400,000 Turkcell subscribers were reached by SMS and MMS at the first phase <o:p></o:p></font></span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt; color: black; line-height: normal; text-align: justify; tab-stops: list .5in; mso-list: l0 level1 lfo1"><span style="font-size: 10pt"><font face="Calibri">First phase also composed of an MMS campaign to create leads to Akbank’s call center <o:p></o:p></font></span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt; color: black; line-height: normal; text-align: justify; tab-stops: list .5in; mso-list: l0 level1 lfo1"><span style="font-size: 10pt"><font face="Calibri">Another remaining chunck of database will also be deployed within 6 month-time. <o:p></o:p></font></span></li>
</ul>
<p class="MsoNormal" style="margin: 0in 0in 10pt"><font face="Calibri"><strong><span style="font-size: 10pt; color: black; line-height: 115%">Results:</span></strong><span style="font-size: 10pt; color: black; line-height: 115%"><o:p></o:p></span></font></p>
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<li class="MsoNormal" style="margin: 0in 0in 0pt; color: black; line-height: normal; text-align: justify; tab-stops: list .5in; mso-list: l0 level1 lfo1"><span style="font-size: 10pt"><font face="Calibri">Over 10% response rate (SMS and MMS) was reached from the 200,000 subscribers not directed to Akbank’s call center Reaching well over 500.000 subscribers within Turkcell’s permitted database proved to be a great success and one of the biggest mobile advertising campaigns in Turkey <o:p></o:p></font></span></li>
<li class="MsoNormal" style="margin: 0in 0in 0pt; color: black; line-height: normal; text-align: justify; tab-stops: list .5in; mso-list: l0 level1 lfo1"><span style="font-size: 10pt"><font face="Calibri">A combination of Turkcell’s effective distribution channel and the right campaign design by Pharos, contributed to the response rate success <o:p></o:p></font></span></li>
</ul><br />