AY YILDIZ, translating to “Moon and Star,” symbolizes the boundary-less unity found under the expansive, starlit sky. With this sentiment as a central theme, CUMIN developed a commercial campaign for AY YILDIZ emphasizing the unity of Germany and Turkey under a single mobile service provider.
In the backdrop of an era where data was a coveted commodity and roaming charges were exorbitant, people often found themselves spending a significant amount of money to maintain connectivity while traveling. Many purchased additional local SIM cards to circumvent these costs during their travels. This meant having one mobile number in Germany and another in Turkey. AY YILDIZ identified this inconvenience and offered tariffs that made this practice obsolete.
The campaign’s commercial showcased “Yildizlarin Altinda” (“Under the Stars”), a song by the famous singer Zeki Müren, in a compelling way. The song was presented in diverse forms – as a guitar solo, in its authentic form, and as a rock song – each variant mirroring the different settings and circumstances in which family members connected across borders.
The song not only brought an emotional resonance to the narrative but also provided a harmonious backdrop that emphasized the campaign’s central message: With AY YILDIZ, we are united under one sky, much like the stars. This effective use of music and narrative alignment transformed the commercial into a powerful, emotional story, driving home the concept of seamless, borderless connectivity offered by AY YILDIZ.