Campaign Summary

Otokoç Otomotiv launched Otokoç Metazone, a groundbreaking project in Decentraland and Spatial metaverses, aimed at digitalizing customer experiences and positioning the brand as a leader in Web 3.0 strategies. The campaign targeted tech-savvy generation Y, generation Z, and generation Alpha audiences, offering innovative virtual reality experiences and interactive events. By integrating metaverse technology into its marketing strategy, Otokoç Otomotiv achieved significant reach and engagement, surpassing its KPI goals and establishing itself as a pioneer in the automotive industry's digital transformation.

Strategy

Objective

Otokoç Otomotiv aimed to create a marketing strategy aligned with digitalization and virtual reality trends, differentiate customer experiences, strengthen brand image, train employees on Web 3.0, and increase digital presence through the Otokoç Metazone project.

Context

As a Turkish brand, Otokoç Otomotiv sought to demonstrate how to integrate into the developing Web 3.0 world, positioning itself as a perceptual leader. The project targeted over 1 million reaches and 100,000 interactions across digital channels.

Target Audience

The campaign targeted tech-savvy members of generation Y, generation Z, and generation Alpha, as well as Otokoç Otomotiv employees. The audience was reached through interest-based advertising on social media platforms and display advertising areas.

Creative and Media Strategy

The campaign utilized social media and digital publishing platforms for advertisements, shared information through brand social media accounts, and communicated with employees via email. Creative videos of varying lengths were published across channels including YouTube, Amazon, Taboola, and Adcolony.

Execution/Use of Media

The project execution included:

• Creating Otokoç Metazone in Decentraland and Spatial metaverses
• Acquiring the largest piece of land among Turkish brands in Decentraland
• Integrating the metaverse into communication strategies for special days and events
• Organizing Web 3.0 activities for employees and in collaboration with universities
• Providing virtual reality VR experiences of Otokoç Metazone
• Utilizing various digital channels for promotion and engagement

The campaign leveraged metaverse technology to offer interactive experiences and engage users more effectively than traditional marketing channels.

Business Impact

The campaign achieved impressive results:

• Reached 5.6 million people (exceeding the 1 million goal)
• 500,000 interactions (surpassing the 100,000 goal)
• Positioned Otokoç Otomotiv as a pioneer in the industry and a key player in shaping the digital future
• Improved customer relations and brand loyalty
• Enhanced employee engagement through agile working approaches
• Established Otokoç Otomotiv as an innovative leader in Web 3.0 and metaverse strategies
• Created a strong foundation for future digital projects and sustainable communication in the Web 3.0 world
• Demonstrated rapid adaptation to future digital trends, positively received by consumers
• Strengthened the brand's customer experience through unforgettable interactive experiences
• Positioned the brand as a pioneer not only among competitors but also in Turkey and worldwide

The campaign's success in showing how Turkish brands can integrate into the Web 3.0 world propelled Otokoç Otomotiv beyond its competitors and established it as a perceptual leader in the industry.