Suddenly, billboards sprung up all over the country bearing words like: ‘Honey’, ‘Sweetheart’, ‘My one and only’. They were splashed far and wide. Using the built-in camera on their mobiles, millions of people began snapping our billboards and sending them by MMS. We used TV to direct attention to our billboards and to explain they could do it for free during the campaign. To encourage even more sharing, we wrote a plot for the Turkish version of ‘Desperate Housewives’ in which two women sent our MMS love messages to the same guy. The characters were both seen in the TV series using their mobile phones to take photos of our billboards and sending them in an MMS.

In just 20 days, 33 million Turkcell subscribers sent almost 22 million MMSs. That’s more than the combined populations of Russia and France sent in 6 months! We generated a 15% hike in MMS volumes after the campaign as users got into the habit of sharing with Turkcell, bringing the new positioning to life.