Yapi Kredi: Gary and Metin Mobile Launch

 
Campaign Summary

Digital bank Yapi Kredi wanted to differentiate itself from competitors and reposition itself to consumers. It created a series of commercials featuring a made-up comedic duo, Gary and Metin. The videos were made for mobile viewing and included banner ads linking to Yapi Kredi’s app. The campaign generated 28 million unique users, and searches for Yapi Kredi’s mobile app increased by more than 300 percent.

Strategy

Objective and Context:

One important challenge in the banking industry is that brands deal with an overwhelming amount of documentation. In Turkey, most of the signature transactions are still finalized at a branch. Paperwork is not processed fast enough and the customers do not experience a smooth service. Digital bank Yapi Kredi wanted to create value for its customers, provide them a seamless experience, and differentiate itself from the competition. The brand aspired to reposition itself as the “remote control” of banking services.

Target Audience:

Yapi Kredi’s primary target audience included current customers with a high potential for using digital channels of the company. The secondary target audience included the rest of the current Yapi Kredi customers who were between the ages of 18 and 65.

Creative Strategy:

Yapi Kredi created a series of commercials starring Gary and Metin, a faux comedy duo. It leaked video footage showing Gary as an unidentified flying object at various locations around the world. Yapi Kredi deliberately seeded the videos without hashtags and through ordinary Twitter user accounts both domestic and international. The mysterious videos received more than four million views and attracted BuzzFeed’s attention. On the day of campaign launch, Yapi Kredi officially introduced Turkey to Gary and Metin. Several memes of the duo were created within hours.

Although TV, newsletters, radio spots, and outdoor media were used to increase the awareness of the new features, the campaign was mostly focused on digital media. All videos were made for mobile viewing and included direct links to Yapi Kredi’s mobile banking app.

Execution

Overall Campaign Execution:

Although TV, newsletters, radio spots, and outdoor media were used to increase the awareness of the new features, the campaign was mostly focused on digital media. All videos were made for mobile viewing and mastheads and banners linked customers to Yapi Kredi’s mobile banking app. The launch was also supported with always-on communications. Ads were optimized for app install and app engagement separately.

Results (including context, evaluation, and market impact)

Yapi Kredi’s campaign generated 28 million unique users. Search volume of Yapi Kredi’s mobile app increased by more than 300 percent, and the app’s ranking moved up three positions in one week. Shortly after Yapi Kredi’s campaign launch, several competitors also launched campaigns focusing on the features of their mobile banking applications.


Categories: | Industries: | Objectives: Product/Services Launch | Awards: Finalist