We set up a public poll, to which the participation ran through mobile phones. The presenter of Deal or no Deal TV show became the spokesperson. Every week we asked the public through USSD, targeted MMS, Wap/Web banners and on internet:“When it comes to credit cards, Turkey loves Bonus. But what else Turkey loves? Blonde or Brunette? Meatballs or kebab? Etc”To address right people, potential credit card users within an opt-in-database were profiled and sent SMS/MMS invitations to join. SMS/MMS had a unique role throughout the campaign as Turkey’s favourites were identified through mobile screens and then announced on Internet and mobile.

Consumer research indicated that Bonus was 'Turkey’s most favourite credit card'. However during the economic crisis, credit card spending was decreasing. Objective was to find a way to grasp the attention of multiple card holders in a fun and involving way and make Bonus card their first choice over the competitors.The campaign aimed the enhancement of customer loyalty among existing customers, as well as attracting new customers to gain a bigger pie in the credit card sales war.The strategy was polling Turkish public by a mobile referendum and using the results as a lead for the brand campaign.

The mobile referendum created its own publicity and turned into an advertising itself. Weekly questions triggered exciting debates on 'What Turkey loves' in various media.For the first time in Turkey, a brand image campaign was shaped entirely by the SMS votes of the public. Mobile phone became the core medium in determining the course of a brand campaign724.000 people texted their choices.

1 out of 10 participants applied for a Bonus Card during the campaign. According to the post-campaign research, the claim 'Bonus is my favourite credit card' increased by 7%.

Through this mobile campaign, 'When it comes to credit card, I love Bonus' claim was etched in the consumers’ minds.

There was already strong brand sympathy towards Bonus as to research. However the brand needed reassurance of this positioning in the eyes of the consumer. The idea behind the mobile refendum was based on a simple psychological insight: If you repeat the first part of the sentence over and over again, you take it as given. So asking Turkey every week: 'When it comes to credit cards, Turkey loves Bonus card. But what else do we love?' had the same effect. The first part of the sentence i.e. 'Turkey loves Bonus card' left a mark on people’s minds.