D-Smart is a Turkish satellite television provider that has around 1.6m subscribers. While it had been increasing the quality of its content steadily, its old visual identity left much to be desired. I Mean It was hired to promote the company’s Internet services.
Our starting point was D-Smart’s raison d’être. The company has a very clear corporate purpose, which is to democratize high quality digital services. Armed with that insight, we advised D-Smart to stand for the less privileged, take what is available to a selected few, and make it accessible to the masses. After all, there is almost 20 million households in Turkey, 70% of which not having access to the Internet.
What followed was D-Smart’s decision to offer Internet access free-of-charge for a full year to allow more Turks to use the Internet, Our next challenge was to promote this great news. Knowing that we had to speak the masses’ language, we choose a very straightforward approach. We shot a series of TV commercials conveying simple, yet persuasive messages with friendly, but also iconic imagery. The campaign achieved its goal, strengthening D-Smart foothold in the Internet market.