As a sub-brand of Turkcell, GNCTRKCLL is one of the leading youth brand that has 7 million members from different socio-economic and cultural background. Our mission was to acquire new customers that use different GSM operators and not very happy with the services. We aimed an inclusive way that regard all these behavioral and demographic differences. We decided to use a football player gesture that often used when a player asks his couch for replacement due to exhaustion or failure. Gesture is also very popular among Turkish youth. It's used for different occasions that usually refers exhaustion or need of change. The whole process narrated as a football match and pointed out the struggles of Turkish youth who use different GSM operator.