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We had to let consumers know about Turkcell’s new tagline, ‘Life is beautiful when you share’ and associate the brand with the notion of sharing.
We took over the captcha areas of two of Turkey’s biggest sharing sites. Every time they refreshed the sign-up page, instead of random letters, they completed our tagline with an associated word.
Our captcha activation was viewed a staggering 750,000 times. More than 130,000 completed our captcha or refreshed the page to see what other words were hidden. Engagement rates FIVE TIMES higher than industry averages.