AKBANK – MOBILE ADVERTISING FOR SMS-BASED CONSUMER LOAN

Brand: Akbank )One of the three biggest retail banks in Turkey)
Product: SMS + MMS

Company: Pharos Consulting

Partners: Turkcell  

Goals:

• Creating a direct response to Akbank's new SMS-LOAN product
• Reach customers by both SMS and MMS to diversify customer experience with boosting awareness

Solutions:

• Out of 5.000.000 Turkcell permitted subscribers, a target profile was set upon  the criteria “billing size”, “employment info”, “static location” together with “SMS banking” penetration and “mobile marketing” interactivity
• Consumers were asked to write their citizenship ID and send it to the short code 4425 in order to initiate the loan application process. Loan approval is instantly sent to the consumers by Akbank.
• Approximately 400,000 Turkcell subscribers were reached by SMS and MMS at the first phase
• First phase also composed of an MMS campaign to create leads to Akbank’s call center
• Another remaining chunck of database will also be deployed within 6 month-time.

Results:

• Over 10% response rate )SMS and MMS) was reached from the 200,000 subscribers not directed to Akbank’s call center Reaching well over 500.000 subscribers within Turkcell’s permitted database proved to be a great success and one of the biggest mobile advertising campaigns in Turkey
• A combination of Turkcell’s effective distribution channel and the right campaign design by Pharos, contributed to the response rate success