TURKCELL CAPTCHAS ATTENTION|短视频|广告营销案例【ADGuider广告指南】

TURKCELL CAPTCHAS 注意

案例简介：结果和有效性这是介绍我们新口号的完美方式。我们的验证码激活被观看了惊人的 750,000 次。超过 130,000 的人完成了我们的验证码或刷新了页面，以查看隐藏了哪些其他单词。参与率是行业平均水平的五倍。人们现在知道 “生活是美丽的，当你分享”。创意执行我们接管并标记了两个主要网站的验证码区: 在线流媒体音乐平台 fizy.com，每月收听 600万首歌曲，分享 7% 首; 和 blogcu.com, 到目前为止，土耳其排名第一的博客服务。当两个网站的用户注册时，他们惊讶地看到验证码区域中的随机代码生成一个相关的单词来完成 Turkcell 的标语: “生活是美丽的，当你分享… 音乐” 或 “快乐” 或 “理想”，仅举几例。然后要求他们进入。整整一周，任何注册这两个主要网站的人都通过阅读和写作来学习我们的新标语，让它更加难忘。见解、战略和想法土耳其领先的通信公司 Turkcell 希望拥有共享的概念。所以我们不得不用 “分享时生活是美丽的” 取代它的口号 “更多的生活”，并让人们谈论它。我们用一种不寻常的媒介制造了惊喜。“验证码” 是一个验证系统。网站使用它们来确保你是人，而不是一个自动化的计算机程序。当你在网站上注册某样东西时，你会完成它们。它们总是随机的字母或数字。但他们可以是任何东西。所以我们使用了 Turkcell 的新标语。我们在土耳其两个最大的共享网站上使用了它。每次用户在注册时刷新页面，他们都可以完成我们的标语作为过程的一部分。人们对这个想法感到惊讶，并定期刷新页面，只是为了看看有什么新单词会出现在标语验证码上。

TURKCELL CAPTCHAS 注意

案例简介：Results and Effectiveness It was the perfect way to introduce our new tagline. Our captcha activation was viewed a staggering 750,000 times. More than 130,000 completed our captcha or refreshed the page to see what other words were hidden. Engagement rates were a phenomenal FIVE TIMES higher than industry averages. People now know that ‘Life is beautiful when you share’. Creative Execution We took over and branded the captcha areas of two major sites: online streaming music platform fizy.com, where six million songs are listened to monthly and 7% are shared; and blogcu.com, by far Turkey’s number 1 blog service. When users of both sites signed up, they were amazed to see a random code in the captcha area generate an associated word to complete Turkcell’s tagline: ‘Life is beautiful when you share… music’ or ‘happiness’ or ‘ideas’, to name a few. They were then asked to enter them. For a whole week, anyone signing up to these two major sites learned our new tagline by not just reading it but writing it, making it far more memorable. Insights, Strategy and the Idea Turkey’s leading communications company, Turkcell, wanted to own the notion of sharing. So we had to replace its tagline ‘More Life’ with ‘Life is beautiful when you share’ and get people talking about it. We created surprise by using an unusual medium. A ‘captcha’ is a verification system. Websites use them to ensure you are human and not an automated computer programme. You complete them when you sign-up for something on a website. They are always random letters or numbers. But they could be anything. So we used Turkcell’s new tagline. And we used it on the two biggest sharing sites in Turkey. Every time users refreshed the page during sign up, they could complete our tagline as part of the process. People were amazed at this idea and were refreshing the page regularly just to see what new words would appear to complete the tagline captcha.