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The most successful German-Turkish media company in Germany is METROPOL FM, there is no doubt about that. How else can the listenership rate of over 50% or a WHK of over 76% be explained? Nevertheless, the station is endeavouring to adjust its profile and its music programme better to the wishes of its listeners and has commissioned BEYS to develop a music survey as part of a promotion campaign and to carry it out nationwide.

For one month, a METROPOL FM branded minibus was on the road in the METROPOL FM broadcasting areas. More than 1,300 listeners listened to a selection of songs with headphones over tablets and rated them immediately. The interactivity and the support of moderators during the campaigns created a great atmosphere during the campaign. Now is the time for a careful evaluation of the results to further increase the connection to METROPOL FM.

www.metropolfm.de

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Younger, more dynamic, more attractive and more digital was the motto of the new brand identity for Lifecell, which belongs to Telekom Deutschland Multibrand. As lead agency, BEYS is responsible for the communication strategy and develops the new brand for the German market.

Lifecell got off to an excellent start in the market, and the profile of the new brand is taking on ever sharper contours. The intensive brand work is supported by innovative products on the customer side and also generates lively interest among other target groups that were not previously the focus of the brand. Our full-page ads in the complete edition of BILD surprised the rather ethnic prepaid market very much, and we look forward to many more surprises in the coming months.

www.lifecell.net

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After BEYS won an agency competition in early 2016, the team around Burhan Gözüakca developed a far-reaching communication strategy in which the YAYLA brand uncompromisingly focuses on the needs of mothers.

The campaign is unusual for the entire industry and marks a new start for YAYLA’s customer relations. Burhan Gözüakca from BEYS “Of course, we’re not the first to put mothers at the centre of communication, but we don’t make use of tired stereotypes and focus our activities as strongly as hardly any other food brand has dared to do before”.

New TV spot

The campaign will start with an elaborate 66-second TV spot in which the secret of YAYLA’s success will be revealed. During a factory tour, various test stations in the company are shown, which are supervised by YAYLA mothers. The casting show for dairy cows is just one of the extraordinary ideas that are supposed to represent the care of the mothers in a witty exaggeration.

The spot will be broadcast from 30 October 2016 on all relevant Turkish TV stations in Europe and will be accompanied by online activities and various PoS measures.

www.yayla-tuerk.de

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Is it really a sin for online products to force offline activities? No, definitely not. Within a few weeks, the BEYS team managed to massively expand Western Union’s presence at hundreds of locations in Berlin and Hamburg.

Tens of thousands of new contacts are thus activated for the company to which there is otherwise no access. The successful concept promises to be a long-running success and will be further refined and expanded by BEYS.

wu.com

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Die im Auftrag der Robert Bosch Stiftung und METROPOL FM Anfang 2012 durchgeführte erfolgreiche Bildungskampagne „Lernen macht stark! / Öğrenmek güç verir!’ wurde auch dieses Jahr fortgeführt.

BEYS entwickelte eine integrierte Kampagne mit einer zweisprachigen Aktionsbroschüre, diesmal in einem Magazin-Format rund um das Thema Erziehung, Medien und Freizeit. Im Rahmen der Kampagne wurden bundesweit in über 20 regionalen Zeitschriften sowie Zeitungen mehr als 50 Anzeigen mit

Erziehungstipps von Prominenten geschaltet. Zusätzlich wurde dieses Jahr die Kampagne durch Social Media Aktionen wie Webbannern auf türkischen Webseiten, Twitter-Accounts und auf Facebook bekannt gemacht.

Umfangreiche TV- und Radiosendungen, die jeweils wöchentlich ein Thema behandelten, waren auch dieses Jahr einer der wichtigsten Säulen der Bildungskampagne.
www.lernenmachtstark.de

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