The increase in data consumption and rise of app usage times following the introduction of LTE-Advanced technology have led Turkish mobile market leader Turkcell (NYSE:TKC) to make groundbreaking innovations in communications. Users, especially young users, began to more broadly use the Internet to meet all of their communication needs. This encouraged Turkcell, to create Lifecell as Turkey's new digital only telco to meet all of its customers' communication needs, including calls, entirely over the Internet.
Lifecell's integrated campaign was phased in three parts. The first part; the lunch movie was based on endless/continuous imagery that which behaved very much as GiFs do. Every second of the movie contained more than a minute's worth of footage, all combined with rotoscoping. The second part was a series of online films about the incredible things happening to Lifecell customers. And the third part was a digital campaign saying to "Farewell to SMS Technology" by launching a collection of thousands of SMSs to deep space.
"Amazing Things are Happening with Lifecell" Shorts
Farewell to SMS
Farewell to SMS, Flight Video
Photoshoot & Campaign Keyvisual