benchmark report
airline marketing
traditional
when you dream
endurance
TURKISH AIRLINES
A prime example of an excellent storytelling campaign is one that has no need for translation and can work in any language. Turkish Airlines has accomplished just that with its latest video advert . The twominute long footage - in Turkish only - brings childlike wonder back to travel and follows four young children’s attempt to lure a plane to their runway and eventually succeed much to their delight. In the advert, we see four kids in the countryside looking up into the sky and watching planes pass over. Wondering why the planes never land where they are, they decide to build a makeshift airport to see if this will make an aircraft land. After many failed attempts, utilizing string lights and rubbish to build a control tower, one aircraft finally makes an approach. But in what is the reveal of the story, it skims the makeshift airport and
MAY 2014 ISSUE
HK EXPRESS
continues just over a mountain ridge into the real airport nearby. The underlying message of the video is to state how Turkish Airlines as a global airline also has a very large domestic network as well. In an additional sub-story to the campaign, the kids feautured in the video weren’t actors but children of Imecik village, near Antalya. Since the launch of the advert, the kids - who were paid with flights, bikes, PCs clothing as well as cash - have discovered fame and - just like any kid would - have decided to become pilots themselves. The video has gone viral in many languages and has already amassed 180,000 views in just a week.
To raise awareness for its new positioning as Hong Kong’s first LCC, HK Express mixed a traditional advertising location - a bus stop in central Hong Kong - with an experiential element by challenging passersby to interact with the advert for as long as possible for a chance to win a return flight to one of the airline’s destinations. The HK Express Endurance Challenge asked contestants to place their hands on electronic panels within the bus stop advertising displays for exactly the same amount of time it takes to fly to a particular HK Express destination.
three electronic displays - located on a bus shelter on Nathan Road in Tsim Sha Tsui showcased different destinations every day between 28th March and 14th April. Besides the interactive element, the bus stop displays also showed HK Express’ new print campaign and its new livery. A nice element of the campaign was the quick response from HK Express’ advertising agency to deteriorating weather conditions during the campaign, creating branded Cheap-Cheap Umbrellas in order to protect participants against the rain torrents.
For example, participants hoping to win a return flight from Tokyo had to stick their hand on the panel for roughly four and a half hours. The competitions shortest time was Taichung (Taiwan) at 1 hour 45 minutes. The
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
