Schiphol Airport: SCHIPHOL DESTINATION UNKNOWN

Credits & Description:

Visit Site http://www.schipholdestinationunknown.nl/en
CLIENT SCHIPHOL AIRPORT
PRODUCT AIRPORT
ENTRANT FHV BBDO AMSTERDAM, THE NETHERLANDS
TYPE OF ENTRY CRAFT
CATEGORY USE/CURATION OF IMAGE(S)
TITLE SCHIPHOL DESTINATION UNKNOWN
PRODUCT/SERVICE AIRPORT
ENTRANT COMPANY FHV BBDO AMSTERDAM, THE NETHERLANDS
ADVERTISING AGENCY FHV BBDO AMSTERDAM, THE NETHERLANDS
MEDIA AGENCY UNIVERSAL MEDIA AMSTERDAM, THE NETHERLANDS
PRODUCTION COMPANY SUPERHERO CHEESECAKE AMSTERDAM, THE NETHERLANDS
TIM DE WAARD FHV BBDO COPYWRITER
DANIEL SAMAMA FHV BBDO ART DIRECTOR
MARK MULLER FHV BBDO CREATIVE DIRECTOR
MARTIN CORNELISSEN FHV BBDO CREATIVE DIRECTOR
ARND JAN GULMANS FHV BBDO STRATEGY DIRECTOR
LIDEWIJ BANEKE FHV BBDO CLIENT SERVICE DIRECTOR
ASTRID WITTEVEEN FHV BBDO ACCOUNT DIRECTOR
ELLEN VISÉE FHV BBDO ACCOUNT MANAGER
HANS DEKKER FHV BBDO ONLINE PRODUCER
ESMEE LECHNER FHV BBDO DIGITAL DESIGN
DEAN REFOS FHV BBDO ONLINE MEDIA
51 NORTH 51 NORTH ONLINE MEDIA
MATHIEU MICHAUX NOTHUMAN.BE DESIGNER
SUPERHERO CHEESECAKE SUPERHERO CHEESECAKE DEVELOPMENT
AD VAN DONGEN BIG ORANGE MUSIC/SOUND
Links
Entry URL http://www.schipholdestinationunknown.nl/en
Creative Execution
We built on the immense popularity of the Instagram platform and created our microsite around the Instagram API, giving a completely new spin to its content. In bannering we provided a small teaser of the game. Our target audience had to guess a destination by looking at Instagram pictures in the banners. Answers led to the site, where people could play the full game.
The game turned out to be as addictive as we designed it to be. In the month of our campaign, 144.300 games were played, with an averige time spent on the site of 4:32. Players guessed close to a million destinations. Players liked the game very much (90%) and 64% would have played it even if there hadn’t been a prize to win. In addition, the campaign had a significant effect on preference: preference for Schiphol is higher among people who have seen or heard about the game (from 49% to 60%) and even higher among players (67%).
Amsterdam Airport Schiphol services over 300 destinations around the world. This vast network of destinations is one of the key assets that sets Schiphol apart from its competitors. How could we make travelers engage with this network and boost their preference for Schiphol? We created Destination Unknown, an addictive online game that uses real-time Instagram content to let people discover destinations through the eyes of people that are actually right there. The game is simple. Look at a live feed of Instagram pictures and guess at which destination of schiphol these photos are taken. No game is ever the same, because our content continuously changes. To pull this off, we created a Content Management System that assigned hashtags to all the destinations, filtering the stream of 45.000 pictures uploaded to Instagram every second. The more destinations players guessed correctly, the bigger the range of destinations they could win tickets to.