Turkcell:::Tone & Win

Turkcell wanted to increase mobile marketing revenue and create customer loyalty.

Turkcell launched a ring-back advertising platform, Tone & Win, which rewards customers with credits or minutes for willingly allowing their phone to become an advertising medium. By opting in, the customer’s incoming ringtone when a friend calls them is replaced with a brand’s jingle instead. This means that anyone calling the person who has signed up to the service, even if they are signed up to a competitor mobile phone operator, will hear this advertising. The consumer can select which sort of advertising jingle to use as a ring-back tone, thus essentially recommending that brand. Some ads get more rewards than others.

So when Whirlpool ran a campaign during Christmas, listeners heard an actress wishing them Merry Christmas. Meanwhile Turkish bank Isbank ran a message wishing people a happy near year. The payment model works a bit like Google Adwords – they get more availability by offering higher rewards than the rest. The cost per listen model charges the advertisers based on the amount of ring-back tone (RBT) the caller hears. Advertisers include Axe, Adios, Turkcell, Dacia and Pinar.

As a result, Turkcell has achieved a 338% monthly increase in Tone & Win members. They create a monthly impression rate of 100,000,000.

BRAND

Turkcell

BRAND OWNER

Turkcell

CATEGORY

Telecoms/ Mobile

REGION

Turkey

DATE

Mar 2008 - Dec 2007

MEDIA CHANNEL