Pocket Money Hunt

ClientBKM Express
Date2018
Category,

Awards: Use of Social Media, Crystal Apple 2019 & Best Social Media Campaign, Istanbul Marketing Awards 2019

Cultural Fact

Halloween has its “Trick or Treat”, Hannukah’s got the “Dreidel” and Christmas has presents under the Christmas tree waiting to be unwrapped.

In Turkey, holidays have a special tradition too:
“Pocket Money!”.

In other words: Pocket money for children who visit and greet their elders in holidays.

Bairams (Holidays) are those times of the year, when children greet their older relatives in warm family gatherings.

And ask for pocket money in creative ways.

Approach

At BKM Express, we wanted to strengthen this tradition by introducing our brand new digital capabilities. We knew that thousands of children could not find time or resources to visit all of their older relatives.

And we had the perfect tools:
24/7 money transfer and Ask For Money feature

That’s how we started “Harçlık Avı (Pocket Money Hunt).”
The tutorials to find creative ways while asking for pocket money.

We delivered tips for the pocket money hunt.

“Instead of sending them dull short messages, pamper your relatives with the GIFs we prepared,” we said.

Roses are red, violets are blue
Feeling lucky to have an uncle like you

We made our sweet aunty praise the pocket money hunters.

The Pocket Money Hunt expanded so rapidly that social media influencers also joined the hunt! 😉

Soon, everybody was talking about digitalizing our very own traditions in order to make them stronger.

And that’s how it turned into a public debate. Some were enthusiastic, some were sceptic…

Results

In a few days, we reached more than 4 million people with the news published in nearly 100 media channels.

The number of people using our “ (Ask for Money)” feature increased by 400% and the number of people who downloaded the application increased by 200%.

That’s how BKM Express introduced the digital pocket money to Turkey.