case: Ay Yildiz

objectivesKPN asked Brandhome to build the first ethnic telecom brand in Belgium. The brand was oriented towards the Turkish community in Belgium.

In addition to affirming the Turkish identity, the target group also has a distinct need to belong to the local Belgian community. The duality of this paradox had to be managed intelligently and carefully: synergy must be developed between the Turkish identity and the sense of belonging to Belgian society, without altering the concept itself.

which actions did Brandhome undertake?Ay Yildiz has been born of the entrepreneurial spirit of the BASE corporate philosophy. As the target group were Turks, Brandhome first visited Turkey. We named the brand and defined a brand strategy, in line with that of the parent company BASE. We also designed the brand: we developed a corporate design with logo, colours, fonts… that would be used in all communication around the brand as well as in the products (pre-paid cards).

Brandhome was also responsible for the media plan for the launch of the brand. The advertisements were published in newspapers and distributed via religious organisations. The offer was developed and introduced to the market by BASE employees who have Turkish nationality. Ay Yildiz has taken an alternative approach to distribution, choosing to be close to the target group through non-traditional third channels such as community leaders, night shops, etc.

campaignPrint items like posters, billboards, advertisements in magazines, newspapers… were distributed in places where many Turkish people live.

resultsAy Yildiz has proven to be very successful and confirms the segmentation strategy of its parent company BASE, which is segmented according to different aggregates such as age (The Mobile Factory, DJAM), culture (Ay Yildiz) and mass market (BASE freedom of speech).

case: Ay Yildiz

case: Ay Yildiz

case: Ay Yildiz

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