Don't stay quiet, talk!

When AY YILDIZ commissioned us for the KolayKart campaign, the product had already been advertised for two years. Despite high awareness, the sales figures were disappointing – but why?

German Turks reside in Germany. The majority of their life experiences happen here. This crucial fact had been overlooked by the first campaign, which was carried out by a renowned agency in Turkey. As a result, our strategy emphasized the low-cost rates in Germany and promoted the rates for Turkey as an added bonus. Since the product benefits had been neglected in the initial campaign, we highlighted them twice: first from the perspective of AY YILDIZ, and then from the viewpoint of the target group. To this end, we introduced the character of Makbule, a cheeky cleaning lady inspired by Turkish film classics. She presented the product benefits to the audience in an entertaining and emotional manner using a slight Anatolian dialect. The film’s theme tune was selected from among the most popular Turkish classics. Following this revamped campaign, sales increased ten-fold.