Brand: Renault / New Symbol

Agency: Electric Agency / Turkey

Duration: 07.10.2008

GOAL:

While Turkish auto industry was busy with Auto Show held in October, Renault took its part by differentiating among others with an attractive mobile marketing campaign.

SOLUTION:
Renault sent a quiz for its “new symbol” via MMS to Turkcell permitted database before the start of the Auto Show. As a result of the profiling, MMS were sent to men over 30, living in Istanbul and have interest on cars. On the MMS, participants were asked to text “new symbol” to 3141. The ones who wrote and sent “new symbol” to 3141, received a quiz question regarding new symbol’s features. Whoever responded the first question correctly skipped to the second and then the third. The first 20 participants answering all the questions correctly won entry tickets to Auto Show. Besides winning a ticket, participants were able to get familier with new symbol’s features closely.
Used Mobile Tools: SMS, MMS

RESULT:
MMS Profiling was directed to 58.239 people. In the 20th minute of the start of the campaign all tickets were given out and this was the proof that mobile tools used for this campaign were the very appropriate ones to reach the target audience.