The Guerilla and Emotional Advertising: Cellocanlar Example of Turkcell Company

Authors : Alper Bahadır DALMIŞ

Pages : 132-145

View : 23 | Download : 16

Publication Date : 2019-07-15

Article Type : Research Paper

Abstract :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 t he 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.  
Keywords : Guerilla and Emotional Advertising, Turkcell Company