The Guerilla and Emotional Advertising: Cellocanlar Example of Turkcell Company

Yıl 2019, Cilt: 2 Sayı: 3, 132 - 145, 15.07.2019

Alper Bahadır Dalmış

Öz

Turkcell Company is the leading brand thanks to the successful marketing and advertising strategies in GSM
sector of Turkey. This research analyses how
Turkcell has implemented the different variables of the advertising tools a
competitive edge in the GSM market and what is the role of “Cellocanlar”
commercials in this success. During this study for
could get detailed information about Turkcell’s marketing and advertising
strategies about the “cellocanlar” commercials.

The main
purpose of this study is, to understand the causes of Turkcell
GSM company’s success came from the usage of children, who are not potentially
GSM users, nearly 16 years as a brand figure child named “Cellocanlar” act in
different ad formats and created successful brand awareness, Turkcell reaches nearly 50 million customers in Turkey.

This study,
children who are not potentially GSM users, take role in ad campaigns by
wearing cute costumes and successfully became the brand figure of Turkcell,
observed according to Turkish culture and social values. The basic approaches
of the study were determined due to the successful application of guerrilla and emotional
advertising emphasis on Turkish culture and social values. Hypothesis developed in
parallel to this approach, gained new perspectives to
literature.

 

Anahtar Kelimeler

Guerilla and Emotional Advertising, Turkcell Company

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