End of second day at Mobile Advertising IIR event. After the shock that takes me yesterday hearing ‘2010 will be the year of mobile marketing’. My God! Since we started this advergaming idea it was supposed to be the Mobile Marketing year. It reminds me a movie: ‘Groundhog Day’, where the protagonist 'After repeated several times the same situation, Phil begins to think that it makes no sense to live every day as well, so it decides to change drastically events. "

After two-day seminar listening to the vast majority of ops saying:

• 'It’s risky to do something with big brands as Coca Cola'
• ‘The volume of users is not very big '
• 'We have no measures'
• 'We do not have staff'
• 'Is hard to sell'

Fear, Fear, Fear… lack of courage, lack of bravery.

What differentiates the big from the small, the attitude! I’m sure if I give you a list of operators, some of you don’t put Turkcell on the top. But they prove Turkcell took advantage and is far away from the rest.

A group of ten strong people working side by side with 20 agencies. Elif Tozge, Head of Mobile Advertising in TURKCELL, has seen exactly how to success.

From a chair in Brussels, dead beat by the effort :) says:

• Personally she makes monthly a workshop with their advertisers
• Even boost by inventory of 18 mobile marketing tools, focuses its advertisers with the message in the campaign. And do not try to use the entire inventory for the campaign, helps them fitting the best 3 tools for them.
• Thanks to the work they did yesterday; today they have information which would facilitate improvement of their advertiser’s campaigns.
• When everyone thought the risk of losing Coca-Cola or another brand. Turkcell launched "TonlaKazan" ringback tones service with Akbank, Coca-Cola, Digiturk, Garanti Bankasi, Kraft, Nestle, Nivea, Procter & Gamble, and Unilever. With this service users receive free air-time in exchange for publicity, and to join it, the user must opt-in. I think she has commented that have 6 million users who have opted-in.
• Incentives for brands with new products. Definitely a cool concept.
• What do you think about the carrier’s staff size such as AT & T, Orange, Movistar, Vodafone, compared to Turkcell?
• It is a branch with fresh benefits for them and for their advertisers too.
• They are also active members in the MMA (Mobile Marketing Association)
  

Turkcell, has not been asked whether this year was the year, or whether it’s the next.

They just did it and success.

posted by Juan Antonio Muñoz-Gallego : 12:56 am