TurkNet, one of Türkiye’s independent internet service providers, crowns its 30th year in the industry with a remarkable advertising series. The company set out with the motto “We have not fit into the mold for 30 years”; It deals with the most discussed topics of the internet world, such as speed, price and commitment, with humorous scenes from daily life. The campaign, which questions established judgments in society and old habits in the industry through the character “Dayı” played by actor Müfit Kayacan, re-emphasizes TurkNet’s user-oriented approach.

TurkNet’s new era communication strategy is built on three main topics that form the cornerstones of the internet experience: Speed, Price and Commitment.In three different commercials, these concepts are discussed through the conflict between traditional expectations and modern needs.

Emphasis on Equality in Speed ​​Movie:

The concepts of “packet-based speed” and “asymmetric connection” (high download speed, low upload speed), which have been implemented in the industry for many years, are questioned in this movie. TurkNet takes an alternative stance against the traditional package structure of its Competitors, giants such as Türk Telekom and Superonline, with equal download and upload speeds of up to 1,000 Mbps offered through its GigaFiber infrastructure. Upload speed, which is especially critical for content creators and players, is at the center of the campaign.

Price and Transparency:

In the film focused on “price”, complex billing processes and hidden costs in the sector are brought to the agenda. TurkNet reminds once again its “one price” policy with this film and focuses on the users’ right to know what they will pay. In the market where there are affordable alternatives such as Millenicom or Netspeed, TurkNet strengthens its position by combining the high speed it offers with a fixed and transparent price.

From the Grip of Commitment to Freedom:

The film “Commitment”, one of the most striking points of the campaign, criticizes the understanding that condemns users to long-term contracts. While many operators in Türkiye try to ensure customer loyalty with 12 or 24-month contracts, TurkNet gives its users the freedom to leave the service whenever they wish.

Reference to Social Expectations with the “Uncle” Character

The master player at the center of the campaign Müfit KayacanThe character “Uncle” played by actually represents the “status quo” in society. The campaign, which matches the stereotypical expectations of the age of 30, such as marriage, career and a regular life, with the restrictions in the internet world, explains why TurkNet does not fit into these stereotypes.

This series, supported by digital channels, social media and outdoor advertising, supports the brand’s claim to be not only a service provider but also a pioneer of technological change. The company, which maintains its dynamism despite its 30-year history, continues to offer a model that “questions and simplifies” by analyzing user habits.

An Objective View: Competition and User Preference in the Industry

This move by TurkNet also intensifies the competition in the Turkish internet market. Turk TelekomWith its extensive infrastructure network, Turkcell Superonlinewhile dominating the market with its brand power; TurkNet is struggling with these giants, especially by expanding its own fiber infrastructure (GigaFiber). While rival companies offer discounts in return for commitment during campaign periods, TurkNet’s commitment-free and high-speed model finds high response, especially among the technology-savvy audience (early adopters).

However, the fact that the GigaFiber infrastructure does not yet cover the whole of Türkiye is seen as one of TurkNet’s biggest handicaps. With its 30th anniversary campaign, the company aims to overcome this perception with the vision of “freedom and speed” and reach wider audiences.