Oasis Cadde - WOM CAMPAIGN

Company: Oasis Cadde, İstanbul, Turkey
Entry Submitted By: ADBA
Company Description: Oasis Cadde is an open-air shopping mall located in İstanbul whose parent company is Nurol REIT that is a 4th largest REIT by volume in Turkey. Oasis Cadde operates 21 thousand square meters and has more than 210 employees. It differentiates itself from near-by similar shopping malls by organizing children-focused avtivities. It aims to make visitors calm in a relaxing, welcoming environment.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Award for Innovation in the Use of Viral Media / Word of Mouth

Nomination Title: OASIS CADDE WOM CAMPAIGN

Provide an essay of up to 625 words describing the nominated innovative achievements since July 1 2018:

Oasis Cadde is a shopping mall owned by Nurol REIT, Turkey’s 4th largest REIT company in terms of volume. It is located in Güneşli in İstanbul.

Oasis Cadde recently has a re-branding transformation with the aim of reflecting its unique attributes makes Oasis Cadde different from any other shopping mall. In order to understand people’s expectations, a comprehensive, well-detailed customer analysis is conducted.

13 different customer segments were categorized. Different marketing strategies were considered to reach them and fulfil their unique desires. Based on two criteria, market potential and share of wallet, “business people” were evaluated to be a high potential market to acquaint Oasis Cadde’s services. It is not a surprise since Güneşli district is an industrial area consist of 7.000+ mid and big sized companies.

Thus, for Oasis Cadde, it was important to trigger business people to try Oasis Cadde and increase the reach. Some important findings; since they are spending most of their time in their offices, they are location-depended, options are limited to spend their limited break time.

With the help of One day at Oasis Cadde, team decided to invite selected business people both from nearby and top 100 companies to experience Oasis Cadde at no cost!

The phases of project included; target marketing, product development, content development and follow-up the conversion. Due to the various needs of target market, four different brands were arranged to meet different needs and a personalized gift kit is designed to show all four in one: a car wash, a massage from gym, two-person cinema ticket and two person coffee and cake.

After coupons were sent, through a customized call script, 5.000 invitees have been also informed one by one about the kit.

Through this calls, it was captured that 68% of people have not heard of Oasis Cadde before. With this unique random act of kindness, word of mouth was stimulated. Triggering business people due to their needs via mail with a personalized content is great way to increase Oasis Cadde’s footfall, viral reach and its revenue.

Moreover, “Visit Cards” were created to increase continuity of people’s Oasis Cadde visits. Small gifts were given to people who complete 9 visits.

As companies were now informed about Oasis Cadde thanks to “One Day at Oasis Cadde” campaign, corporations or collaborations started to be formed for possible partnerships. Out of invited companies, came up with a cooperation offering to Oasis Cadde.

Also, for the people who were not sent the gift kits, Oasis Cadde has received various calls from different managers/companies to receive additional invitation to One Day at Oasis Cadde.

Since word of mouth of Oasis Cadde was spreading among companies, special corporate benefit packages were created to build a last-longing, strong and loyal relationship between Oasis Cadde and companies. These packages offer companies special discounts and places for their business meetings and special events. Even the firms that never heard of Oasis Cadde before start to consider it as a possible business partner.

Furthermore, as a result of the Project’s outcome, service ring for companies between Oasis Cadde and the companies was set just for them to come, two times a day!

As a result of “One Day at Oasis Cadde”, conversion rate of 6% is reached, means 6% of people who were reached visit Oasis Cadde and used their gifts. 54% of people came from closer targeted area within 5 kilometers. 32% of people came from outside of target area, where located more than 10+km far from Oasis Cadde. It shows that how Oasis Cadde virally known even from long distance companies.

Moreover, a single person used kit 2-3 times on average (benefit from different gifts), therefore they were experience services of Oasis Cadde more than just once.