About Turkish Airlines
Turkish Airlines was established on 20 May 1933 as State Airlines Administration as a department of the Ministry of National Defence.The initial fleet incorporated two five-seat Curtiss Kingbirds, two four-seat Junkers of F.13s and one ten-seat Tupolev ANT-9. In 1935, the airline was handed over to the Ministry of Public Works and was subsequently renamed as General Directorate of State Airlines. Three years later, in 1938, it became part of the Ministry of Transportation.
Turkish Airlines (Turkish: Turk Hava Yolları) is a national flag carrier airline of Turkey, headquartered at the Turkish Airlines General Management superstructure on the grounds of Atatürk Airportin Yeşilköy, Bakırköy, Istanbul. AS of July 2015, it serve scheduled services to 290 destinations across Europe, Asia, Africa, and the Americas, making it as fourth-biggest carrier in the world by number of destinations as of 2014.In Europe the company ranks first for its number of destinations served non-stop from one single airport .Turkish Airlines is also the operator that sails to most of the countries (115 in total).With an operational fleet of ten cargo aircrafts, the airline’s cargo division which serves 52 destinations .With Istanbul Atatürk Airport being main base, the Turkish carrier holds secondary hubs at Esenboğa International Airport, Sabiha Gökçen International Airport, and Adnan Menderes Airport. Turkish Airlines has been a fundamental part of the Star Alliance network since 1 April 2008.
- Increase Turkish Airlines’ brand awareness around the world
- Reach a new target audience: spirited, adventurous people with wanderlust
- Test the campaign’s effectiveness by measuring brand recall for Turkish Airlines’ ads
- Reach a new clientele profile
- Increase the organizations turnover
- Try new and trendy phenomenon : selfies with celebrities to maximize views on social media platform
- Increase brand awareness on social media and customer engagement through games and buzz
- Improve public opinion
Turkish Airlines was looking to cast its new motto “widen your world”. They wanted to increase its brand awareness across the world. The company wanted to reach a new target audience: spirited, adventurous people with wanderlust. To keep momentum, the brand was also ardent to test the campaign’s effectiveness by measuring brand recall for Turkish Airlines’ ads.
- To craft a playful marketing campaign around with one of 2013’s most searched words: Selfie
- Create a custom channel to recommend the campaign and demonstrate the company’s spirit in an interactive way
- Leverage YouTube’s advertising tools to reach a wider global audience
- Custom YouTube channel introduced the campaign in an interactive way
Crispin Porter & Bogusky came up with an idea based on the most shared word of the modern day – and a cultural phenomenon: Selfie. Using this as an concept, the agency took two of the world’s most honored sports starts – Kobe Bryant and Lionel Messi – into a assortment of places to actually ‘widen their world’.
Company decided to craft a playful marketing campaign around one of 2013’s most searched words: Selfie. Working with Google, it designed a custom channel to introduce the campaign and demonstrate company’s spirit in an interactive way. Turkish Airlines put their heads together and cinched to create a campaign that would wow the audience with the spirit of the company
The brand aimed at leveraging YouTube’s advertising tools to reach a wider global audience.The Selfie Shootout saw Messi and Bryant trying to take the most splendid selfie. In a wildly prominent commercial for Turkish Airlines, two of sports” greatest star icons-Kobe Bryant and Lionel Messi-vie for the attention of one star struck kid. Following on its success, the brand created a new YouTube ad called “Kobe vs. Messi: The Selfie Shootout” continued to augment brand awareness in Europe, North America, Middle East and the Far East. The platform was another huge success: It became one of the fastest spreading commercials on YouTube, Messi poses in front of Moscow’s St. Basil’s Cathedral in Russia and with a monkey in Thailand, only to have Bryant’s answer with a photo of him in Africa getting licked by a lion.
The notable difference between this campaign and its predecessor is that the force has moved from inside the cabin to the places across the world that Turkish Airlines flies.
The platform was another huge success. The campaign reached over 77 million views in one week, making it as YouTube’s fastest spreading commercial. This Multiplied the YouTube brand searches 3x and achieved a 16% increase in Google global brand searches. With 137.2 million views since its December 2013 debut In addition, the ads achieved a 9% increase in global brand recall, and were one of the most popular ads of 2013. In June 2015, YouTube revealed that this campaign was crowned its ‘ad of the decade’. The concept Selfie Shootout” was recognized for exhilarating various online selfie competitions including the #Selfie Olympics, which garnered thousands of participants across multiple social media channels
There are a lot of things to be learnt from this specific study.
- Creation of memorable brand experience with video
- Learning about the influence of YouTube as a digital marketing medium
- The quality of success depends on how effectively a company or brand can leverage different competitive attributes through contents and campaigns on social media platforms.
- Social media platforms provide stickiness and to have better magnetic power to attract and hold the audience.
Credits: Turkish Airlines, YouTube, Google