TURKISH 3G LAUNCH

Credits & Description:

Category: Technology and Manufacturing
Advertiser: VODAFONE TURKEY
Product/Service: MOBILE COMMUNICATION SERVICES
Agency Chairman: Necla Zarakol (Zarakol)
Account Manager: İrem Çavuşoğlu (Zarakol)
Media Relations: Eren İnançer (Zarakol)
Media placement: TV News - Kanal D And Star TV News - August 6 2009

Summary of the Campaign
As the world leader of 3G technology we launching this technology in Turkey with the Vodafone brand which operates in 16 countries. We created test environments in various channels for the Internet use that were independent from time and place as provided by 3G+ and launched the service with 360 degrees integrated marketing communication. There were two major events: Pre-Launch Topic Management and Boat Excursion. The Pre-Launch Topic Management realised with ICTA (Information and Communication Technologies Authority) Chairman Dr. Tayfun Acarer’s video call with Vodafone 3G+ technology. Speed tests with idea leaders before the press have been performed in order to introduce the applicability of Vodafone3G+ technology. The second activity was a boat excursion organised with the concept '3G Mobile broadband independent from time and place', where the leading chief editors of Turkey can test Vodafone 3G+. The technical infrastructure is provided where the chief editors can attend the editor meetings of their newspapers and the newspapers can use Vodafone 3G+ in their head offices. With the technical infrastructure provided, the chief editors carried out their work from the boat by using 3G technology.

The Goal
- Launch in Turkey of 3G, one of the telecommunication world’s services facilitating the life. - Offering the service to the Turkish market by positioning the service differently from the other operators with 3G+ name as given by the 'world’s 3G leader Vodafone'. - Having the idea leaders to test the 'Mobile broad band independent from time and place', opportunity provided by 3G+ in different channels and presenting this to the end users. - Gathering the chief editors of Turkey’s leading publications before the launch and ensuring them to test this service.

Results
- 279 TV News with 773,585.263 advertisement equivalent. - 899 Printed press with 10,202,080 advertisement equivalent. 1,446 web pages. - Total access report is 2,624 news and 783,787,343 advertisement equivalent.

Execution
Before the 3G+ Launch, 21.1 Mbps and 28.8 Mbps speed tests were performed for the first time. The boat excursion and first 3G TV News Reporting realised. ICTA Chairman Dr. Tayfun Acarer made a video call with Vodafone 3G+ technology on 9 July 2009. During 3G Press Meeting an announcement of price tariffs and the press release of the first 3G video calls on July 30 at 00:01 hours. Launch Activities: Vodafone 3G Press Meeting, the price tarifs for Vodafone 3G services announcement. The last day changeover from the 2G to 3G - a press release was made for the video call performed by Vodafone’s first 3G subscribers on July 30 at 00:01 hours. After launch, there were TV conversations, live broadcasts and reports to introduce 3G services, technology and devices. During August 2009, there were press releases published for the special mobile modem internet package campaign, advertorials featuring celebrities, live billboards, 3G+ VIP Party, Floating Offices and Invoice Stop.

The Situation
In 2009, Turkey met with the mobile internet becoming free and enriched with 3G. 3G service is launched simultaneously by all GSM operators in Turkey. Any transaction performed with the computers became performable with the mobile phones. An important stage of transforming into an information society is completed. Vodafone is a brand presenting and offering 3G+ technology to millions of users in 5 continents and 17 countries and serving and recognizing this technology since 2004. Vodafone, the world leader in 3G technology, brought this technology, their knowledge and experience to Turkey with Vodafone Turkey.

The Strategy
Creating an environment where the idea leaders, as the prioritised users of 3G+ technology, will experience this technology. As the world leader of 3G technology, launching this technology in Turkey in association with the Vodafone brand which operates in 16 countries. We created test environments showing that the internet is used independently from time and place as provided by 3G+ and launching the service with 360 degrees integrated marketing communication. We also found with 3G+ technology facilitates the life and having this technology first experienced by the idea leaders who will use this in their lives.