Recognizing an opportunity to be more than just a bank for its customers, Yapı Kredi, a Turkish bank, transformed its mobile app offering into more than just a banking tool, but a home base for various lifestyle needs across Turkey.
Yapı Kredi, a bank based in Turkey, aimed to transform its mobile app offerings into a market leader, which would help to increase the bank's market share, enhance brand awareness, and boost user engagement and transaction volume. The brand wanted to create a seamless and integrated user experience by addressing various lifestyle needs through mini applications.
Key performance areas measured included the number of registered users, transaction volume, user satisfaction ratings, and engagement metrics. Specifically, the brand tracked performance across multiple apps that it owned, including registered vehicles for My Car+, home registrations for My Home+, bank accounts linked through My Bank+, and weekly active users for My Travel+. The objective was to lead the banking sector in Turkey by offering a comprehensive digital solution that meets diverse customer needs.
The "My World" initiative started in 2022 with the launch of MyCar+, marking the beginning of Yapı Kredi's journey to enhance its super app platform. Since then, Yapı Kredi has introduced new mini applications approximately every six months, adapting its strategy based on feedback and insights from each launch. This iterative approach has not only increased user engagement but also leveraged technological advancements to enrich app functionalities.
The target audience for this latest effort included a diverse range of active digital users. Specifically, individuals ages 25 to 45 who were interested in digital banking services and lifestyle applications. This demographic saw technology as an essential part of their daily lives and sought convenience and functionality in their digital interactions. The audience includes active mobile users looking for integrated solutions across various life domains, such as travel, home management, vehicle-related services, and financial transactions, all accessible through a single platform. These users value the seamless experience of managing multiple aspects of their lives through the Yapı Kredi Mobile super app, which offers a comprehensive suite of mini applications to meet their diverse needs.
The creative strategy focused on positioning Yapı Kredi Mobile as the go-to app for various aspects of daily life, beyond just banking. By emphasizing the convenience and integrated solutions offered by the super app, Yapi Kredi aimed to attract a broader audience. The media strategy involved extensive use of digital platforms, social media, and targeted advertisements to reach the tech-savvy audience effectively.
The bank adapted its communications based on real-time feedback and data analytics, ensuring that messages resonated with the intended demographic. Specific strategies for different markets were chosen to address regional preferences and behaviors, maximizing the impact of campaigns.
The campaign execution involved a mix of above-the-line and below-the-line marketing strategies, with a strong emphasis on digital communication due to the digital nature of Yapi Kredi's products. The overall campaign budget was strategically allocated, with a significant portion dedicated to digital channels to maximize reach and engagement.
Enabling technologies provided personalized user experiences, crucial for customer retention. Advanced data analytics tailored content and advertisements to specific user personas, boosting engagement and setting Yapı Kredi Mobile apart from competitors.
Innovative technology enabled seamless integration of third-party services, expanding the app's functionality. Features like My Car+, My Home+, My Bank+, and My Travel+ were promoted through targeted campaigns, addressing customer needs. By consolidating these functions within Yapı Kredi Mobile, the bank offered a comprehensive platform catering to both financial and non-banking needs.
Before the transformation of Yapı Kredi Mobile into a super app, the brand was already a significant player in the Turkish banking sector. However, the marketplace was intensely competitive, with numerous banks vying for customer attention through traditional banking functionalities. Mobile applications were widespread, and users were interacting with multiple apps for different needs, making it challenging to capture and retain user engagement. The banking sector was primarily focused on enhancing mobile banking functionalities, but there was a gap in addressing broader lifestyle needs.
Yapı Kredi Mobile's transformation into a super app had a significant market impact and showcased innovative strategies. The campaign was well received by consumers, as evidenced by the rapid adoption and usage of the mini applications within "My World."
My Car+ now boasts over two million registered vehicles, and My Home+ achieved close to 165,000 home registrations in its first year, currently exceeding 180,000. My Bank+ added approximately 50,000 bank accounts monthly, with over 350,000 transactions totaling more than two billion Turkish liras. My Travel+ met the needs of over 258,000 users weekly. These figures highlight the campaign's success in attracting and engaging customers, positioning Yapı Kredi Mobile as a comprehensive solution for both financial and non-financial needs.
