The Guerilla and Emotional Advertising: Cellocanlar Example of Turkcell Company

Turkcell Company is the leading brand thanks to the successful marketing and advertising strategies in GSMsector of Turkey. This research analyses howTurkcell has implemented the different variables of the advertising tools acompetitive edge in the GSM market and what is the role of “Cellocanlar”commercials in this success. During this study forcould get detailed information about Turkcell’s marketing and advertisingstrategies about the “cellocanlar” commercials.The mainpurpose of this study is, to understand the causes of TurkcellGSM company’s success came from the usage of children, who are not potentiallyGSM users, nearly 16 years as a brand figure child named “Cellocanlar” act indifferent 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 bywearing cute costumes and successfully became the brand figure of Turkcell,observed according to Turkish culture and social values. The basic approachesof the study were determined due to the successful application of guerrilla and emotionaladvertising emphasis on Turkish culture and social values. Hypothesis developed inparallel to this approach, gained new perspectives toliterature. ; Turkcell Company is the leading brand thanks to the successful marketing and advertising strategies in GSMsector of Turkey. This research analyses howTurkcell has implemented the different variables of the advertising tools acompetitive edge in the GSM market and what is the role of “Cellocanlar”commercials in this success. During this study forcould get detailed information about Turkcell’s marketing and advertisingstrategies about the “cellocanlar” commercials.The mainpurpose of this study is, to understand the causes of TurkcellGSM company’s success came from the usage of children, who are not potentiallyGSM users, nearly 16 years as a brand figure child named “Cellocanlar” act indifferent 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 bywearing cute costumes and successfully became the brand figure of Turkcell,observed according to Turkish culture and social values. The basic approachesof the study were determined due to the successful application of guerrilla and emotionaladvertising emphasis on Turkish culture and social values. Hypothesis developed inparallel to this approach, gained new perspectives toliterature.