Turk Telekom opened a free 0800 200 20 20 line which can called from just home phones and audiences can vote for their favourite table plan and listen competitors recipes via that line.We have implemented two innovations within strategy framework for the first time: table plan voting and giving recipes.One distinctive feature about Yemekteyiz is that the whole show is presented by a man in the form of external voice. In order to create a deeper engagement with the program we have used the same voice in our VAS line throughout the project. Our VAS line was announced within the show in order to trigger consumers to call the line.

Our main purpose was to increase minute of landline usage. As a result of the project we have received 113,350 calls in 5 weeks and produced 94,871 minutes total. Impressed by the project, client decided to implement more TV integration based VAS projects in 2011.