For 3 minutes and 30 seconds, the Turkish version of ‘Desperate Housewives’ featured a storyline centred entirely around our campaign. 2 female characters each sent an MMS of our billboards to the same guy. This led to emotional confusion and real drama when all 3 were surprised to meet under one of our very own billboards. Days earlier, our colourful billboard messages had appeared all over Turkey. They had words such as ‘Sweetheart’, ‘Darling’ and ‘My one and only’ splashed across them. We certainly grabbed our target’s attention by featuring these billboards in ‘Desperate Housewives’. But by dramatising our message in their favourite TV drama we also showed that sharing is easy to do and can have some amazing outcomes.

This episode of ‘Desperate Housewives’ reached 4.2m people. Overall, 33m Turkcell subscribers sent almost 22m MMSs in just 20 days. That’s more than the combined populations of Russia and France sent in 6 months! We generated a 15% hike in post-campaign MMS volumes as subscriber sharing continued.