Credits

Brand:  Turkcell Lifecell

Agency: Rafineri

Media: Digital & Mobile Campaign

Creative Director: Can Erdoğan  

Creative Grouphead: Ahmet Uğurel

Creative Team: Berkin Dalgiç, Can Demir, Ceren Demir, Gizem Arli

Background:
With smartphone penetration rising, traditional SMS usage in Turkey was rapidly declining. Lifecell, Turkcell’s digital brand, wanted to mark this shift and position itself as the brand of the future, a brand for mobile-first, data-driven communication—by giving a cultural farewell to the SMS era.

Idea:
We created the “Last SMS” campaign: a collective goodbye to the text message. Instead of letting SMS fade away silently, Lifecell turned it into a cultural moment by inviting people to write and share their final message, transforming nostalgia into brand engagement.

Execution:

  • Users were prompted to send in their personal “last SMS” through a dedicated digital platform.

  • Selected messages were published across mobile and digital media, turning individual farewells into a shared cultural memory.

  • The campaign highlighted Lifecell’s vision of moving beyond outdated communication and embracing a fully digital, app-driven future.

Results:

  • Thousands of users participated, sending heartfelt, funny, and emotional “last SMS” entries.

  • The campaign sparked significant earned media coverage, making it a trending conversation in Turkey.

  • Lifecell strengthened its positioning as the digital-first sub-brand of Turkcell, leading the way into the next era of communication.

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