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Turkey: To Be or Not to Be in the EU

In Turkey on August 7, 2011 by vmcfarre Tagged: ,

Turkey’s entry into the European Union has been a topic of debate for years, and has spurred several online conversations. Turkey’s bid to join the EU is currently stalled, with only one of 35 negotiations completed on policy areas. German Chancellor Angela Merkel and French P

resident Nicolas Sarkozy oppose Turkish membership, while last year, U.K. Prime Minister David

Cameron said to be the “strongest possible advocate” for Turkish accession. I took it upon

myself to see what conversations and groups were forming on Facebook and on the Internet, either for or against Turkey’s admission into the EU.

Turks Against Turkey Entering the EU

Over 18,000 people like sites against Turkey entering the EU. Some of the reasons and discussions are regarding Turkey’s capitol not being in Europe and because their economy is currently better than other European countries.

Turks for Turkey Entering the EU 

A group on Facebook titled I bet I can find 1,000,000 people who do want Turkey in the EU but they only reach 2000 followers.  This group includes several links noting the progress that Turkey is making on issues with Cyprus, their relationship with Armenia and notes their important role in European history.

According to a Ian Buruma is Professor of Democracy and Human Rights at Bard College, one highly educated Turk, working for an international organization, said: “We play football with them, sing songs with them on TV, do business with them, improved our human rights, and democratized our politics. We do everything they ask us to do, and still they don’t want us.”

Turkey is in a good position to guide other Muslim countries in a more liberal-democratic direction.

Now that the Turkish economy is thriving, there will be less reason for poor Turks to seek work in other countries, let alone “swamp” them. And if the EU’s hugely expanded membership were to stand in the way of a future federal state, this might not be such a bad thing. In any case, the addition of Turkey would hardly make the crucial difference.

Europeans Against Turkey Entering the EU

One group on Facebook called At least 400 million EU citizens don ‘t want Turkey in European Union!!! Has a list of reasons for why they should not enter, including illegally occupying Cyprus, denial of genocides against the Armenians, Kurds, Greeks and Assyrians. A large majority of European citizens (for example, more than 60 percent in France and Germany) believe that Turkey should not become part of the European Union. In addition to Facebook, given U.K. Prime Minister support for Turkey, there were several articles and discussions from London-based bloggers and newspapers.  The reasoning behind their disapproval for Turkey entering the EU has a lot to do with population growth, immigration and border security.  In comparison to Poland, which entered in 2004, Turkey’s population is officially 76 million people, and when entering the EU, any citizen of a EU country, has the right to live and work in any other EU state.

Speaking to some Belgium friends, the believe that the EU in its current state needs to first figure some of their problems out with the economy before thinking of letting anyone else in.

Europeans for Turkey Entering the EU

Largest labor force in Europe with 64% under 34 years old. This statistic could be a good one a couple of years ago, when countries such as Spain and Italy were looking and promoting people to have children giving their low number of birth rates. At this point, with the challenging economy and job crisis, more immigration means more competition for EU citizens and therefore this statistic is no longer a good one for Turkey’s cause to enter the EU.

What the Future Holds

Turkey is currently the fastest economy and is the best example of a blossoming country where Muslims and Christians can live together to create a unified, growing economy. There are always two sides to a story and in this case, this ongoing debate has several sides that at times are the same reasons with two different interpretations.

At this stage, while the Greek crisis is tearing at the seams of the euro zone, the Turkish economy is booming. I agree with some of the conversations, there are so many issues with the economy in so many of the European countries, I believe these problems need to be solved before allowing anyone else in.

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For Turkey’s National Drink – Less is More

In Turkey, USA on August 7, 2011 by jmpea Tagged:

Since the 1940’s, Raki has been recognized as Turkey’s national drink. The taste, the strength (it is 45% alcohol), and variety of different types of Raki (there are over 10 “flavors”) are all factors that make Turks proud of their drink. Raki continues to flood bars, restaurants and homes throughout Turkey and across the world because of its strong heritage to the country. But what about their online presence?

Based on sales and online presence, Yeni is the most popular of the Raki’s. Since Turkey’s population includes 70% of people under the age of 35, it is no surprise that they value Facebook and Twitter just as much as any other highly internet-populated country. In fact, because Turkey’s mobile penetration is larger than the internet penetration, many Turks access their social media from mobile phones. So Yeni Raki should follow suite by making sure that their online presence connects strongly with this demographic.

Yeni’s main site is strictly for the Turkish audience because that is the only language offered once you enter the site. While it has a very attractive layout, it is lacking vital information such as information about the drink, history of the product, and even contact information. I can understand how they might not feel the need to promote the product within Turkey, but there still needs to be basic content about the drink on the site. For example, one might even miss the social media buttons on the top right of the page because they are sketched in white on a light grey background making them difficult to stand out.

However, the Yeni Raki USA website is quite different. This site engages the audience through various tools such as videos, photo galleries and maps encouraging people to learn more about the product. The tabs at the top of the page make it really easy to find additional information about the beverage and navigate through the site by just one click.  There is no reason as to why Yeni Raki USA is more interactive and user friendly than Yeni Raki, especially when Raki is Turkey’s national drink. Yes, the USA site might be more detailed because it is a different audience (we tend to need more visuals than other countries) and the goal would be to educate consumers about the drink while selling the product. I get that. Yet, the same message should be implemented across the globe.

I recommend combining the sites into one. Offering an option for Turkish or English language as soon as a person enters the site with one URL and similar components makes things easier for one to navigate through.  Having videos and a tab for other products is beneficial for all viewers including those of Turkish decent.  The social media content could also be improved on both the USA and national end.  Since Facebook and Twitter are very popular in Turkey, those are perfect markets to push the product through. Here is another example of how Raki is over saturating the market with too many channels.  My guess is that the 500 people who like the Yeni Raki USA Facebook page would also be fond of liking the overall Yeni Raki page that has 10 times more likes (over 66,000). Creating one “fan page” but integrating the USA and Turkish messaging would be ideal. The same goes for Twitter. There is no reason as to why I have more Twitter followers than both Twitter pages combined.

I say condense the website and social media tools down to one each and concentrate on building the clear concise message for all audiences. Since Turks take pride in their products, that should reflect in the digital world as well. The support base for Raki is strong in Turkey so the online content should reflect accordingly.  Communicating with the Turkish audience through social media while also interacting with other audiences across the world should be a top priority.  After all, Raki is Turkey’s national drink.

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Strap Up Turkey: When Condom Use Depends on Social Media

In Turkey on August 7, 2011 by victorialh Tagged: , , ,

Historically, people have been scared into using condoms.  Health organizations, government officials and even private corporations paint grim pictures of what life could be like if sexually active people don’t use condoms 100% of the time.

Images of death, stories of large poverty stricken families may work sometimes but are scare tactics the right approach? Not according to DKT International, a Washington, DC based NGO, which has used social tactics since 1989 to encourage condom usage over the ‘withdrawal method’ as a leading way to promote family planning.

From Brazil, the number one importer of condoms yet amongst the fewest users, to Turkey where empowering couples to use protection has been a continuous struggle; DKT has executed campaigns using traditional and new mediums of communication.

Two years ago, they launched a campaign for Fiesta Condoms, whose slogan (“Fiesta believes that safe and fun sex is your right) highlighted their acceptance of sexual behavior. The brand use bright, colorful and fun themes to educate and motivate consumers.

Naturally, the campaign included a Facebook page since the social media site is the third most popular web portal in Turkey with nearly 16 million users. It encouraged interaction through polls on sexually related issues, sultry music videos and instructions on how to use condoms.

Fiesta Condom Facebook Welcome Page

Currently, the Facebook page has just over 9,000 fans – nothing significant for a country populated with nearly 75 million people and 45% of them are Internet users.

While the numbers aren’t significant, they also aren’t surprising. Many risky brands have succeeded in the social media space, but getting people to openly discuss their sexual behaviors and preferences is no small challenge. I actually don’t know which of the fun-loving or deathly images work better, but I do applaud DKT and Fiesta for attempting to brighten up the conversation. Sex, condom usage and the consequences surrounding it all are all taboo topics that will require extremely innovative solutions to making consumers feel comfortable about discussing sex in the most social of settings.

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Turkcell Takes To Twitter

In Turkey on August 7, 2011 by S.Albright Tagged: , ,

Today, it is no longer a question if companies use social media to promote their product/service/campaign, but rather how they are going to do it — and above all, if they can do it well. Earlier this spring, leading Turkish mobile communications company Turkcell looked to promote new smartphones bundled with a mobile Internet package. The company needed to hone in on where they could best reach their target market for the campaign to be a success. Turks are only third in the world for hours spent online each month, so Turkcell wanted to attract these heavy Internet users – who distinctly avoid online advertising – in a unique and engaging way. The verdict? A live, time-sensitive competition through Twitter.

What Turkcell Did


Turkcell created a campaign that combined the use of Twitter and live video streaming. As seen above, the video showcased the smartphones packed in festive gift boxes and covered in colorful post-its. Turkcell prompted its Twitter users to ‘unpack the box’ by tweeting what was written on the post-its by using the hashtag #turkcelltweet. Users unfold one post-it each time they tweet to uncover the gift underneath, but are unaware of the total number of post-its, prompting them to tweet more as an incentive to win.

The competition ran live for 3 hours a day for a total of 7 days. Along the way, users could also participate in games such as Pictionary, Trivia and word puzzles to win minutes and other mobile data perks. The final challenge of #turkcelltweet was for users to try to get a celebrity to re-tweet the message, which would ultimately win them a new smartphone.

Impressions

For a campaign that ran for only a week, the impressions Turkcell made were impressive:

A Social Media Success

Traditional forms of online advertising now have less reach than ever before (bye bye, banner ads) and Turkcell really took a leap forward in the future of social media advertising through this innovative campaign. You may be wondering (as I was): did the campaign ultimately translate into increased company sales? Turkcell had cut its 2011 sales target in April after a 21% fall in first-quarter net profit. Second quarter results, however, following the #turkcelltweet campaign fared differently. Turkcell’s subscriber base has grown substantially, and the company expects continued growth and momentum throughout the remainder of the year.

Overall, Turkcell’s Twitter campaign garnered increased awareness for the company as a whole. Turkcell accurately identified that their target audience is very actively engaged in social media, and their interactive approach engaged these Internet heavy users in simple yet creative new ways online. The final step in having to engage a celebrity re-tweet in the process was a smart tactic that enabled Turkcell to extend the campaign’s awarness even further. I vote this campaign a true social media success and can’t wait to see how other brands around the world will continue to use the power of Twitter in innovative ways.

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The Patos Challenge: Deal or No Deal?

In Turkey on August 6, 2011 by dariguti Tagged: , , , , , ,

Patos is the fastest growing salty snack brand in Turkey and Kraft’s most sold product amongst Turkish consumers. Kraft wanted to take their efforts a step further and increase sales for this product amongst the Turkish youth by creating excitement and buzz about the brand. The strategy was to reach them directly and engage them through the channels that this mobile/web savvy demographic already used. The result was a comprehensive approach that involved traditional public relations techniques and a variety of advertising tactics to support an engaging and insightful digital marketing campaign.

How Did They Do It?

Kraft, in partnership with Vodafone and Mobilera, realized that the best way to increase sales was to let consumers interact with the brand.  They did an excellent job in profiling their target audience and understanding the best ways to grab their attention and keep it.

The way to pull in consumers was easy. Patos bags came with a unique code inside that you could text from your Vodafone mobile device and redeem for 5 free minutes, or… you could accept a challenge.  The amount of price minutes increased every time you accepted a challenge and won. Strategist for this campaign wanted not only engagement, but longer engagement time between consumers and the brand. They also knew that the way to take them further had to be within a single purchase or they could quickly lose their grasp of the audience.

Considering Vodafone is the second largest mobile phone provider in the country—with 25% of the market share—and also considering that Vodafone has identified young users as one of the fastest growing segments, this was the right partnership to target this audience. Since prepaid mobile plans are particularly popular in Europe, free minutes were a great incentive for consumers to participate. This dynamic maximized the campaign’s effectiveness because Kraft is an established organization partnering with Vodafone, which is an already trusted operator in Turkey.

But, it was not only about the mobile texting campaign. This campaign included a mobile game version of the challenge and a web version. All these supported by radio, TV, outdoor, point-of-purchase, web and mobile advertising and even buying keywords with Google AdWords to boost website traffic. Additionally, there was intensive public and media relations’ support through events around the concept of ‘Deal or No Deal?’ (such as trying to break the world record for people who fit in a Volkswagen, inspired by one of their TV commercials).

 

Because of the success of this campaign, Kraft has continued to use these marketing tactics to promote more of their products. 

The Results

  • 10 million unique codes were distributed and 3.5 million were used, this is a 35% response rate.
  •  Sales increased by 27% and market share by 1%.
  •  238,000 downloads of mobile game.
  •  The number of Patos sold reached an all time high during the campaign.
  • Created huge buzz in the industry. Campaign was nominated for multiple awards and won the Best Messaging Campaign Award of MMA (Mobile Marketing Association EMEA, 2009) and the Most Creative Campaign Award by Digital Age, Turkey 2010.

Why This Worked?

Kraft’s marketing team had a vision and they where able to tie it together sucessfully. They knew that mobile would easily engage their target audience but they chose not to make ‘just another tactic’. Their all-inclusive approach not only grabbed their consumer’s attention but also motivated them to take action (by participating in the game) because this campaign made it easy enough for the consumer to want to continue engaging. They also used the technology effectively and were creative with it, using their insights to develop the approach. Basically, they targeted the right audience with the right offer through the right channel. Not an easy task. Kudos!

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How Fasting For Ramadan Could Ease Hunger

In Turkey on August 6, 2011 by Candice

August 1st marked the beginning of Ramadan, or the ninth month of the Islamic calendar. Muslims consider this month holy and hold various celebrations, but also practice routines of great discipline and self-control (including abstaining from sexual relations) during daylight hours. During these hours, Muslims also take part in the ritual of fasting. The intent is to teach Muslims virtues such as patience and humility. Another key aspect to Ramadan is performing acts of charity.

Turkish religious and political leaders have declared that this year, Ramadan goodwill should be directed toward Africa and it’s fight against hunger. Aid will be sent to Somalia and other neighboring countries such as Ethiopia and Kenya in response to the devastating drought the region is facing. The situation has exacerbated the already dire poverty in the region. Turkey’s Foreign Minister Ahmet Davutoglu and Turkey’s Directorate of Religious Affairs (aka the Presidency of Religious Affairs) have announced initiatives to help deliver aid to Somalia.

The Directorate of Religious Affairs and Non-governmental Organization Kimse Yok Mu (Is Anybody There) have both implemented plans focusing on mobile technology. This is an appropriate choice. Turkey’s mobile penetration is currently higher than its internet penetration.

Last Monday, The Directorate of Religious Affairs in conjunction with Turkish Religious Affairs Foundation implemented their two-part plan for Ramadan. The first part is a program called “Çağımıza Yeni Bir Komşuluk Aşısı” (A New Brotherhood Vaccine for Our Age). This program focuses on the values of building neighborly relations within Turkey in the face of the ever-modernizing society. It aims to “cure” what is ailing Turkish Society. The second phase, called “Her Evden Bir Fitre Bir İftar Afrikaya” (One Fitrah and One Iftar to Africa from Every Home), focuses specifically on the need in Africa. A fitre is an offering to charity or a donation that Muslims must give during Ramadan, and iftar is the meal that is prepared to break the fast daily. The program calls for Each Muslim to text “AFRIKA” to 5601 from any service provider to donate TL 5. Three texts adds up to one iftar for an African and two texts covers the TL 7.50 requirement for a fitre. By Friday August 5, over TL 950,000 had been donated.

Kimse Yok Mu’s campaign is nearly identical, asking people to text “ACLIK” to 5777 for a TL 5 donation. The organization has experience with these types of campaigns as evidenced by the website. Though based in Turkey, they work to bring aid to countries such as Darfur, Palestine and Haiti. Both websites allow for online donations, as well as donations via bank transfers. One key difference is that Kimse Yok Mu utilizes Facebook sharing. As the most popular social media platform in Turkey, this is a key method for spreading the word about their campaign.

Both sites could use more relevant media content. The video links on the Directorate of Religious Affairs page appear to be broken and while there are pictures of the plight in Africa on the Kimse Yok Mu site, they do not feature any of the work the organization has done in the region. This is important because there needs to be a connection between the donations and the results. A blog on the sites could also serve this purpose and allow for feedback via comments posted.

Neither site utilizes Twitter. Though the site ranks tenth in Turkey in terms of social media, the tool continues to serve as a valuable space to spread awareness about certain trending topics. A search for #ramadan brings up various Tweets about people’s activities (and lack thereof) during the holy month. People are tweeting about how hungry they are and what they are giving up during the daylight hours. Tweets from either organization would remind Twitter users that this time is about more than feeling hungry; it’s about giving. Twitter provides a captive audience with a common thread of interest. They are much more likely to donate if the organizations come to them with the information.

While these improvements could potentially help the organizations raise funds and awareness for their cause, it is admirable that this country has initiated such a widespread campaign to benefit another country. With a Muslim population of 73,619,000 according to a 2009 Pew report, Turkish donations could go a long way in relieving hunger pangs in Africa.

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Birth Tourism is Hot Prospect for Turkish Parents

In Turkey, USA on August 6, 2011 by georgetown2012

Since 2003, 12,000 Turkish babies have been born in the U.S.

There is a lot to do when expecting a new baby: schedule doctor’s appointments, prepare the nursery, take birth class, book travel to New York.

According to tourism expert Gürkan Boztepe and media sources, 12,000 Turkish children have been born in the U.S. since 2003. Many parents are simply trying to provide a better life for their children. This Turkish desire has evolved into a quintessentially American concept: a business opportunity.

While the small-scale companies have started investing in the birth market, bigger firms are also entering the market with alternative packages. The Turkish-owned Marmara Hotel group recently announced a birth tourism package that includes accommodation at their Manhattan branch offering, “an exclusive package for new mothers that wish to give birth in the USA”, with the additional bonus of the newborn child gaining US citizenship.

Turkish families are offered postpartum accomodations at the Marmara

The Marmara Manhattan, which is located in New York’s Upper East Side, said: “What we offer is simply a one-bedroom suite accommodation for $5,100, plus taxes, for a month, with airport transfer, baby cradle and a gift set for the mother.” There are also medical fees of about $30,000. The hotel has so far sold 15 of the packages.

This concept of birth tourism has incited a wave of backlash and scrutiny by those opposed to the exploitation of the 14th amendment to the US constitution, which states that all children born on American soil “are citizens of the United States and of the state wherein they reside”. According to the US Citizenship and Immigration Services, the practice is entirely legal as long as the women can pay their medical bills.

However, for a country like Turkey that has a violent and volatile history, with compulsory military conscription, birth tourism may be an efficient option to provide a better life for their children.

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How Pizza Hut Turkey is getting its Piece of the Digital Market

In Turkey on August 5, 2011 by jessicamurray22

Over the past decades many famous American brands have begun to globalize themselves and expand into countries near and far, including Turkey.  One of America’s most beloved and recognized pizza chains has made a home for itself throughout five of Turkey’s most popular cities.  If my title didn’t give it away already, the deliciously famous pizza place I speak of is none other than Pizza Hut.  But it isn’t without effort that makes this brand thrive in countries abroad.  So why is Pizza Hut successful in Turkey?

Brand Translation

With 45 restaurants spanning throughout five cities, this pizza chain must be doing something right.  A big part has to do with Pizza Hut’s ability to translate its product so well into the Turkish culture.  With Turkish specific menu items, such as a pizza made with Halloumi cheese, a specialty cheese of the Middle East. In addition, several salad options are available that include the Wheat Salad, Tulum Cheese Salad with Arugla, and Purslane Salad, all with familiar and favorite ingredients of Turkey. Pizza Hut’s ability to allow its food to adapt to new surroundings has definitely contributed to its ability to keep the brand growing in Turkey.

But having good and relatable food isn’t the only thing that Pizza Hut is doing to keep itself recognized among the people of Turkey.  It has begun making a footprint in the digital scene.

Its use of Digital Technology

As of June 2010, 45% of the population in Turkey was using the Internet.  16 million were on Facebook, which is the top social networking site in the country, and 804,000 were on Twitter.  With a newly designed website (which Google easily translates into English), including online ordering capability, Pizza Hut Turkey is definitely connecting the people with the pizza.  With easy links to the Pizza Hut Turkey’s Facebook and Twitter pages, customers can “like” and “follow” the brand on a constant basis.  Its Facebook page is updated several times daily with deals and coupons.   While its Twitter page is not nearly as active, I believe it is merely due to the much smaller presence the Turkish have on Twitter as opposed to Facebook.

One of its most successful strategies comes from the use of the newly renowned homegrown website, MobilHediyem, which is the newest and fastest way to give a gift.  Users can log on to the MobilHediyem site and purchase products and services as gifts, such as a $30 credit at Pizza Hut, for friends and family.  The gift is instantly sent to the recipient via mobile phone with a code, which they can use to redeem their gift.  This technology, which brings the Internet and mobile closer together, was recently invested in by Emre Kurttepeli, the founder of Mynet, one of Turkey’s most popular search engines.  Pizza Huts current presence on the site is opening the door for greater expansion, recognition and business in the future.

Could they improve?

There always seems to be ways for companies and brands to expand in the digital realm.  I think Pizza Hut Turkey has successfully positioned itself within the country to reach people on its most popular digital platforms, as well as partnering itself with companies who can help drive its business.  As long as Pizza Hut Turkey keeps up and develops its digital presence, I have a feeling it will grow to be even more successful then it is today.

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Is the “Best” Airline the Best Online?

In Turkey on August 5, 2011 by Abby Tagged: , ,

Turkish Airlines has been turning around its reputation in the past few decades – from an airline ripe with customer service complaints, deadly crashes, and controversial ambassador deals, to 2011’s Best European Airline.  The airline has also been very active in the online space, in what seems to be an effort to rebuild its image and customer satisfaction – but is it working?

One recent online engagement example is their ongoing coverage of the US Tour 2011 featuring FC Barcelona (which Turkish Airline sponsors).  They are providing a behind-the scenes look as the team travels aboard a Turkish Airline flight.  Another element to this campaign is an interactive  game, where visitors to the site can play daily to win prizes, including futbol jerseys and free tickets, and receive hints via Twitter and Facebook.

Turkish Airline's online FC Barcelona game

Why this works: According to comScore, Turkey is one of the top global sports markets, so they’re tapping into that love of sports with their sponsorship of the team and the ongoing promotions online.  The content is also being broadcast on Turkish Airline’s multiple social media platforms for maximum reach.  What could be improved? With so many channels, websites and hashtags to follow, it can be difficult to keep up with the campaign and what to focus on. The overwhelming amount of activity may mean Turkish Airlines (and their objectives) gets lost in the shuffle.

Another tactic Turkish Airlines employs is sharing videos on Facebook.  The airline posts videos on their Facebook wall several times a week, including interviews with spokespeople and simple animated clips. Why this works: Watching videos online videos is common in Turkey, and a recent studyfound that Facebook is the most popular online video destination in Turkey.  By understanding this trend, Turkish Airlines is able to provide their audience with the content they desire.

A recent Facebook Cartoon - featuring FC Barcelona

What could be improved?  Again it seems like Turkish Airline is promoting sports teams rather than themselves.  Although the content is engaging, the message remains unclear – why these Facebook fans should choose to fly with Turkish Airlines is unanswered.  Additionally, when looking further into the data, it shows that online videos attract a much younger audience, which may be an audience less likely to purchase airline tickets.

Overall is appears that Turkish Airlines is trying to tap into online trends to meet their audience where they are, but they might be sending mixed signals.  By promoting themselves as young and playful (sports and cartoons), they may be neglecting the audience that is looking for luxury airfare or business travel.  They also leave out critical information and fail explain why they are the “Europe’s best airline.” In my opinion, for more success down the line, Turkish Airlines should focus on the services they provide for their customers rather than the activities of the teams and individuals that they pay to sponsor.

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Cornetto Hits a Sweet Spot in Turkish Social Marketing

In Turkey on August 5, 2011 by Sanibelle

Last week in DC, it was hot. As temperatures kept creeping into the 100s, weather records were breaking as easily as I was breaking a sweat. As a Midwesterner, I was alien to these climates (in Ohio, if the thermostat said 90, it was headline news). So, I tried to keep myself- especially my temper- cool by indulging in the classic summertime treat: ice cream.

In Turkey, summers are just as hot, but compared to the U.S. and Europe, the Turks don’t have the same cravings for this sweet treat. The amount of ice cream consumption is only 3.5 liters per person (in the states, the average person consumes 14 liters a year). In fact, the ice cream industry has suffered in Turkey. However, Unilever has steadily increased its market share, and Cornetto is the most popular brand in Turkey.

How did Cornetto succeed in Turkey against cultural and economic opposition? By stellar campaigns that engage their target audience. Grab a spoon and let’s dive in.

Interactive Mobile Campaign

In early 2011, mobile agency Mobilera and media agency Outeractive were awarded the Best Mobile Advertising & Marketing Campaign award in 16th Annual Global Mobile Awards for their pacman-style mobile Cornetto campaign. Watch the video below:

Sweet and Satisfying (What Worked): This campaign was simple, creative and attention-grabbing. Many players could participate simultaneously, and it didn’t require advanced or smartphone technology: anyone could participate by punching numbers on their phone. Most importantly, it showed the Cornetto realized the mobile-savvy trends of their young adult audience, and acted quickly to engage new customers.

Starting to Melt (How Cornetto Could Improve): The stunt was held for a few days in Beyoglu, the Times Square of Istanbul, and made a big media splash. However, the attention was short-lived. To keep momentum, I would have created a version of the game online, and encouraged sharing through social media channels, especially since Turkey has one of the most engaged internet audiences in the world. They had to the potential to quickly spread the game’s influence across the country, not just to those who happened to be in Beyoglu.

Ongoing Digital Campaign

            Last year, Unilever launched Cornetto Enigma: a product that combines ice cream with a core of fruit, chocolate or nutty sauce, with a multimedia ad campaign. With the tagline, “try the irresistible soft side” it uses feel-good creative humor to appeal to its younger audience.

Here’s one of the most popular ads:

Sweet and Satisfying (What Worked): In this campaign, Cornetto has exhausted all of its social media channels (especially with Facebook and Twitter). They have also taken the campaign outdoors, by creating the “world’s first outdoor 3D body controlled advergame,” based on the teddy bear character. Cornetto has been positioning itself in Turkey as “the official ice-cream of love,” but needed to become “cool” with its younger audience. I think they have done an awesome job of engaging their target audience, coming up with a deliciously fun campaign, and creating digital channels for their consumers to interact and share with each other.

Starting to Melt (How Cornetto Could Improve): The “official ice cream of love” has been a pan-European campaign, but I would like to see Cornetto start to localize their efforts. The interactive game in Beyoglu was a good start, but to take this campaign to the next level, they could feature more Turkish locals in their channels. For example, to encourage two-way content creation, they could have a contest where Turkish locals could submit their own love stories.

Overview

As a brand, Cornetto has created fun and engaging digital campaigns that have had Turkish mouths watering. While they could improve some of their social media strategies, they’re a leader in the consumer market, and other brands seeking to establish a presence in Turkey should follow their lead. Now, please excuse me as I find the nearest corner vendor. All of this blogging is giving me one killer ice cream craving.