Case Study

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Client: E-Plus
Brand: AY YILDIZ

About AY YILDIZ
AY YILDIZ is a wholly-owned subsidiary of E-PLUS targeting Turkish-German customers with special rates. AY YILDIZ offers both prepaid and postpaid rates.

Challenge
The first project after winning AY YILDIZ as a client was developing a campaign for KolayKart, a new prepaid offer from AY YILDIZ. The campaign also needed to reposition AY YILDIZ and create stronger associations with its products. The company’s previous advertising, an intensive brand communication featuring the popular Turkish star “Beyaz”, ran for more than 1½ years. The new goal was to shift from a brand and image-oriented strategy to a product and price-focused strategy – with the aim of AY YILDIZ becoming market leader in the prepaid target group.

Campaign/Repositioning
A key visual was created for KolayKart to become the core component of its entire TV and print campaign: the huge golden “9” – a symbol for the Turkish and German telephone rate.

Outcome
Within just the first month of running this campaign in 2007, AY YILDIZ saw its sales increase by more than 1000% and these figures stayed constant for the entire year.