Turkcell IsTcell & Turkish Airlines Co-Branded Campaign (Turkcell)

Turkcell IsTcell & Turkish Airlines Co-Branded Campaign )Turkcell)
 
 
Challenge / Objective:
IsTcell is Turkcell’s mobile world for business professionals & business’s that aims to increase loyalty as art of a retention program.   IsTcell creates a world of offers and incentive to its members.  These incentives are split in to two kinds – mobile related offers and co-branded offers.
The objective was to find an appropriate co-branded offer that would appeal to business professionals and business’s to increase both individual and corporate customer satisfaction and thus increasing loyalty.
 
Target Audience:
  • Business professionals and businesses.
  • Turkcell subscribers  that roam, travelling for business or pleasure
  • Current and potential customers of Turkish Airlines
 
Campaign Dates:
16.06.2008 – 31.12.2008
 
Solution:
The solution is geared towards creating advantages link to their travelling and mobile habits, as part of a double sided loyalty program.   Turkcell came together with the number one airline brand in Turkey, Turkish Airlines in a co-branded mobile campaign.  Since miles are critical to airline loyalty programs and free airtime & minutes for mobiles can be the most effective loyalty promotion tool, both these aspects are mixed together in the concept.
The solution is simple - The consumer can either earn miles from THY in exchange to how much they spent on their mobile, or vice versa can win free airtime & minutes in exchange to how much they travel.
 
Mechanism:
 
Miles are minutes, minutes are miles!
IsTcell members are able to earn bonus miles via their Turkcell invoices.  IsTcell members participated in the campaign via sms by texting in their Turkish Airlines Miles & Smiles number
Campaign participants  redeemed miles for minutes/units.
 
Communication:
360 degree marketing communication is employed:  conventional media channels such as TV, radio, outdoor; pop materials and digital media channels - internet and mobile are used to advertise the campaign.  In terms of mobile channels targeted sms and mms are effectively used to obtain potential customers.
 
Results:
  • The concept of mixing miles and minutes in a loyalty program is a first
  • Giving  an appropriate co-branded offer to frequent flyers.