Akbank Smart TV to Smart TV Youth Trivia Contest

Akbank launched an innovative campaign targeting university students (ages 18-24) to promote its digital platform membership. Using addressable TV, Akbank introduced a trivia game based on popular youth topics, where participants used their TV remotes to compete while watching a banner promoting student benefits. This world-first connected TV gaming experience achieved over 830,000 impressions, 15,000 clicks, and an average gameplay duration of 110 seconds, with a 5.4% interaction rate. The campaign led to a 66% growth in digital platform membership benefits compared to the previous year.

Description

At Akbank, we believe in the potential of young people to shape the future. That's why we offer financial benefits to empower them to pursue their ambitions. We set out to stand by them with the financial solutions we have created in line with the needs of young individuals.

Data indicates a high usage rate of digital platforms among university students aged 18 to 24. To announce our digital platform membership privilege, we've innovatively transformed the traditional TV experience into an addressable TV application, catering to the preferences and habits of young people. For the first time, we brought to life a trivia game format curated from popular topics followed by young people, as an online gaming experience within an offline platform.

We invited young people to our trivia game by displaying a GIF banner while they were watching TV programs. Matched pairs of young participants competed with each other using the directional buttons on their remotes to answer the specially prepared questions, while simultaneously watching a commercial at the top right corner of the screen detailing exclusive privileges for university students who are Akbank members. At the end of the competition, we connected the winning players with the benefits of our digital platform membership.

For the first time in the world, the experience of playing online games from one television to another via addressable TV was realized through connected TVs. Throughout the campaign, we achieved over 830,000 impressions and 15,000 clicks. The average duration of gameplay was 110 seconds, with a 5.4% interaction rate. The number of beneficiaries from our digital platform campaign saw a 66% growth compared to the previous year during the project period.

Impact

Akbank's addressable TV trivia campaign had a significant impact on engaging young audiences, particularly university students, through an innovative, interactive format. This campaign revolutionized the TV experience by merging online gaming with an offline platform, which resonated with the digital preferences of its target group (ages 18-24).

Impact Measurement:

Impressions and Engagement: The campaign garnered over 830,000 impressions and 15,000 clicks, demonstrating a strong interest in the trivia game and Akbank's digital platform offerings.

Gameplay Metrics: The average gameplay duration of 110 seconds indicated that users were highly engaged, spending time interacting with both the trivia content and the commercial banner featuring Akbank's student benefits.

Interaction Rate: A notable 5.4% interaction rate showed that the addressable TV format successfully captivated users and encouraged participation, far exceeding typical TV ad engagement levels.

Results:

Increased Membership: The campaign led to a 66% growth in digital platform memberships, proving its effectiveness in driving conversions among the target audience.

Innovation and Reach: As the world’s first interactive gaming experience via connected TVs, the campaign transformed the traditional TV model into a dynamic, engaging platform, positioning Akbank as an innovator in reaching younger, tech-savvy customers.

This groundbreaking campaign successfully blended entertainment with financial benefits, significantly increasing both brand awareness and customer engagement.