Turkcell: PUBG

Turkcell, a mobile phone operator, increased users in Turkey during the COVID-19 pandemic by creating its own gaming channel to attract mobile gamers to its brand.

Campaign details

Brand: TurkcellAgency: MindshareRegion: EMEA

Strategy

Objective

With the COVID-19 pandemic, the hours spent on mobile phones increased four-fold on average during the period consumers spent at home during lockdown. In this period when content consumption peaked, mobile games were one of the mobile applications whose usage increased the most. We wanted to introduce the PUBG (a mobile game) package that does not eat up Turkcell data and to position Bip (an instant messaging platform) as a Turkcell gamer channel.

Target Audience

We aimed to reach the audience that plays PUBG and other similar...

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