Bonus 15 Million Augmented Selfie
An AVM road show that put 15 million Bonus members face to face with the brand.
GARANTI BANKASI BONUS · JANUARY 2016
Brief
In 2016, Garanti Bankası Bonus announced that its number of cardholders had crossed 15 million. One in two people in Turkey was a Bonus member — a number that's accurate, impressive, and deeply abstract.
Creative agency Alametifarika framed the brief like this: the easy way to celebrate 15 million members is to put a big number on a billboard. The hard way is to give each member — or at least a meaningful slice of them — a physical, "I'm one of them too" moment. The real job was the second one.
At the time, Bonus's ad faces were Sarp Apak and Büşra Pekin, and the brand had its signature Bonus wig. Production, technology and the mall operation landed on us.
“15 million is a big number — but the bond is built the moment you pull one person out of it and put them in the same frame.”
Insight
Loyalty campaigns always fall into the same trap: celebrating the customer "as part of a number." "You're one in 15 million" doesn't make people feel proud — it makes them feel lost. The bigger the crowd, the smaller the individual.
Real bonding works in reverse: by pulling the user out of the 15 million and putting them at the center of a single moment. Bonus's ad faces were already a familiar, "one of us" duo. If a customer could put on that signature Bonus wig and step into the frame with Sarp and Büşra, the brand stopped being an ad on TV and became someone who fit into the same picture. Loyalty doesn't grow from a number — it grows from these small, side-by-side moments.
The Idea
We deployed a traveling augmented selfie kiosk across malls in Istanbul. A green-screen stage in the middle, a box of wigs to the side, a professional lighting kit, and a tablet.
A visitor stepped onto the stage, put on the iconic Bonus wig, and faced the camera. The moment the shot was taken, the green-screen merged with previously studio-shot poses of Sarp Apak and Büşra Pekin — the customer was now in the same frame as the brand faces. Themselves, the wig, and the two faces of Bonus.
The image was printed instantly: within minutes, in a Bonus-branded frame, a physical memory to take home. The digital file dropped onto the visitor's phone at the same time — ready to share.
Years later, this format became the technical foundation for our Spotify Wrapped Augmented Selfie activation — the 2016 Bonus mall road show built the infrastructure that put fans next to brand faces in the same frame, infrastructure that we later took to the streets for Spotify.
The Brand's Iconic Wig
The Bonus wig that had become the signature of every Bonus ad greeted every visitor. The trick of the activation: the moment a visitor put it on, they stopped being an audience and became a cast member.
Green-Screen Studio Quality
Even in the middle of a mall, we set up a green-screen kiosk with proper studio-grade output. Lighting, framing and compositing were all controlled by our on-site technical team.
In Frame With Sarp & Büşra
Sarp Apak and Büşra Pekin, the faces of Bonus, were shot in studio in advance. Each visitor's selfie merged with those poses instantly — everyone became part of the same frame.
Mall-to-Mall Road Show
The format was repeated across multiple malls. Same kiosk, same studio quality, same printed memory — one personal moment at a time, for thousands of Bonus members in different parts of the city.
Execution
The hidden challenge of a mall road show isn't the stage itself — it's rebuilding it every day. Same shooting quality, same color match, same print speed — over and over again, in different malls, different lighting and different floor conditions.
Scope
- Studio shoots of Sarp Apak and Büşra Pekin in poses optimized for AR (lighting and angle matching)
- Green-screen kiosk hardware and mobile install system
- Augmented selfie software and real-time compositing engine
- Instant printing in a Bonus-branded frame + digital sharing infrastructure
- Mall operations — install, guidance, on-site staff, teardown
- Keeping the Bonus wigs and accessory sets clean and ready throughout
Team
- Project Lead & Experience Design: Atilla Baybara
- Technology Development: Utku Olcar
- Operations: Yiğit Sarı
- Client Relations: Şaban Yılmaz
- + Stage, lighting, print and on-site mall team
Results
- Repeated across multiple Istanbul malls — same-quality experience delivered to Bonus members in different parts of the city
- Thousands of visitors took selfies next to Sarp Apak and Büşra Pekin — each with a printed and digital share
- The physical leg of the 15-million-Bonus-members campaign — turned an abstract number into a personal memory
- Organic spread on the brand's social media — visitors shared their wig-on selfies from their own accounts
- The format later became the foundation of the Spotify Wrapped Augmented Selfie — the infrastructure built for Bonus in 2016 became the ancestor of the 2022 Spotify Wrapped street activation
- Client
- Garanti Bankası Bonus
- Campaign
- 15 Milyon Bonus'lu
- Date
- 2016
- Location
- İstanbul AVM'leri (road show)
- Creative Agency
- Alametifarika
- Brand Faces
- Sarp Apak & Büşra Pekin
- Production & Operations
- Harikalar
- Project Lead
- Atilla Baybara
- Technology
- Utku Olcar
- Client Relations
- Şaban Yılmaz
- Operations
- Yiğit Sarı
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