33
Activities
Maximum Card products with logos were
made available to individual customers in
cooperation with Mersin University and the
Hunca Life company.
Around 322 thousand Maximum
member merchants
İşbank serves its credit cardholders through
more than 322 thousand active Maximum
member merchants.
With the promotional campaigns
organized on a seasonal, sectoral and
member merchants basis throughout
2015, Maximum Card users were provided
with a range of special advantages.
These included additional installments,
installment postponement, as well as extra
MaxiPoints and advantages by providing
different product-based gifts. In many
sectors, thanks to effective promotional
campaign planning on different segments
and sectors, the market share of member
merchants transactions reached 14.5% in
2015. As a result, increased use of İşbank
cards in Maximummember merchants was
ensured.
The international card issuance and
card acceptance services network are
expanding.
In 2015, İşbank continued to make progress
toward the objective of becoming a
regional and global bank. To this end, virtual
POS devices and ATM cards were issued
through the branches operating in the UK.
Improvements regarding acceptance of
other banks’ debit cards at İşbank ATMs
located in Georgia were completed from the
side by MasterCard.
Cinema, entertainment, culture and
arts at Maximum
Within the Maximum Card program, the
“Maximum Cinema Session” was brought to
life in 2015. This initiative allows Maximum
Card holders the opportunity to watch
first-sessions of movies in Cinemaximum
cinemas for only TL 7. Furthermore, in order
to reward İşbank credit cards with cinema
tickets, the Reward Cinemaximum Cinema
Tickets Campaign was conducted with an
interval of two months.
The Parakod application, which İşbank
customers could reach via İşCep, was
revamped with the integration of new
digital features and decoupled from the
İşCep application in 2015. Parakod was
transformed into a separate application
and offered for the use of other bank card
holders. With the new feature of “Parakod
Cinemaximum” added to the product,
customers were able to directly purchase
movie tickets for Cinemaximum frommovie
posters and/or using their smart phones.
The total number of downloads for the
app had been 24,368 before the launch of
Parakod Cinemaxiumum on 20 November
2015. With the impact of the extensive
communications campaign, the number
of app downloads jumped to 65,379 as
of year-end, up 268%. The İşbank cards,
which were integrated into the Parakod
application between 20 November and 31
December 2015, accounted for 42,574, up
243%, while other bank cards accounted
for 4,335, up 324%.
As part of the Cinemaxiumum cooperation,
the Bank continued its main partnership
activity, initiated in 2012, for the !f İstanbul
International Independent Film Festival, last
year. In addition to İşbank’s brand visibility in
all of the festival’s announcements, special
discounts were applied for Maximum credit
cards at movie and music events.
As part of marketing communications
efforts for the Kitemaximum brand,
kiteboard training facilities located
in Gökova, Çeşme and İstanbul Kilyos
were equipped with visuals of İşbank’s
applications and discounts continued to be
provided to İşbank customers.
As part of the Crystal Apple Creativity
Festival, İşbank received the Crystal Apple
as well as the Silver and Bronze awards
for its Maximum, Maximiles and İş’te
Üniversiteli brands as well as for its Private
Pension, consumer loan and instant loan
products. As a result, the Bank won multiple
awards with more than one creative
product.
At the Effie Turkey Advertising Event
Competition organized by the Association
of Advertising Agencies and Association
of Advertisers, İşbank’s “Sinemanın Kartı
Maximum (Cinema’s Card is Maximum)”
ad campaign received the Bronze Effie
award in the “Bank-Card Payment System”
category.
Under the Cinemaximummain partnership,
İşbank won two Bronze Stevie awards in
“New Product or Service Introduction of
the Year” and “Best New Product or Service
of the Year – Media & Entertainment
Service” categories for its “Sinemanın Kartı
Maximum (Cinema’s Card is Maximum)”
communication campaign. The campaign
launched in February to announce the
benefits of Maximum Cinema Sessions
during 2015.
322
thousand
İşbank serves its credit
card holders through
more than 322 thousand
Maximummember
merchants.
