Yapı Kredi: Screen Time Discount

Yapi Kredi, one of Turkey's largest publishing houses, created a campaign around the smartphone feature that displayed the amount of time spent using the smartphone to encourage young people to read more books.

Campaign details

Brand: Yapı KrediAgency: 4129GreyRegion: EMEA

Strategy

Objective

Yapi Kredi Publications, one of Turkey's largest publishing houses, began to notice the decline in the number of young readers. This decline was also supported by research. According to a study by the Turkish Statistical Institute, Turkish youth read for an average of 1 minute a day. However, they spend 2 hours 46 minutes on the Internet. Reading books was starting to come out of Turkish youths' daily lives. Yapı Kredi Publications wanted to change this behaviour and make young people like reading books.

Target Audience...

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