| Cannes Lions Entertainment 2016 | ||
|---|---|---|
| Entertainment | Branded Content & Visual Storytelling: Excellence in Partnerships between a Content Producer and a Brand/Product/Talent | Silver Lion |
| Epica Awards 2016 | ||
| Product & Brand Integration | Product & Brand Integration | Gold |
| Eurobest Awards 2016 | ||
| Integrated | - | Bronze Eurobest |
| Entertainment | Entertainment: Excellence In Partnerships Between A Content Producer And A Brand/product/talent | Bronze Eurobest |
Brand: Turkish Airlines
Country: United Kingdom
Entrant Company: Cp+B, London
Advertising Agency: Cp+B, London
Media Agency: Cp+B, London
Pr Agency: Cp+B, London
Production Company: Elastic, Santa Monica
Additional Company: Turkish Airlines, Istanbul
Creative Director: Ben Carey (Crispin Porter + Bogusky)
Creative: Christian Balivet (Crispin Porter + Bogusky)
Interactive Marketing Communication Manager: Neşet Dereli (Turkish Airlines)
Advertising Manager: Rafet Fatih Özgür (Turkish Airlines)
Head Of Client Services: Charles Faircloth (Crispin Porter + Bogusky)
Chief Creative Officer: Dave Buonaguidi (Crispin Porter+Bogusky)
Business Director: Jonathan Phillips (Crispin Porter + Bogusky)
Planner: Nimi Raja (Crispin Porter + Bogusky)
Creative Director: Henrik Delehag (Crispin Porter + Bogusky)
Interactive Marketing Communications Coordinator: İnanc Emre Albayrak (Turkish Airlines)
Agency Producer: Chris Chapman (Crispin Porter + Bogusky)
Advertising Coordinator: Fatih Akyıl (Turkish Airlines)
Senior Account Director: İlkay Dibekoğlu (Crispin Porter + Bogusky)
Creative: Tessie Gaertner (Crispin Porter + Bogusky)
Creative: Tom Hall (Crispin Porter + Bogusky)
Creative: Ricardo Santos (Crispin Porter + Bogusky)
Business Director: Genevieve Sexton (Crispin Porter + Bogusky)
Outcome:
The campaign resulted in 125 million earned media impressions. Over 30 million YouTube views for the ads. Over 25,000 would-be passengers for the inaugural flight. And over 700 news placements, including Mashable, ABC News, Empire, Yahoo News, Vanity Fair, Hollywood Reporter, The Independent, the Daily Mail, Variety and Rolling Stone – who ranked the ads No1 movie commercials in the SuperBowl, a great result both for Turkish Airlines and Warner Bros.
Campaign Description:
Turkish Airlines flies to more countries than any other airline. To bring their partnership with blockbuster “Batman v Superman” to life, the idea was to claim Turkish Airlines now also flies to Gotham and Metropolis.
Synopsis:
Contrary to perceptions of them as a local or regional airline, Turkish Airlines are a huge global player who fly to more countries than any other airline. To help convey their scale, they partner with global events and celebrities. The challenge of this brief was to find a strategic and creative link with the Warner Bros “Batman v Superman” blockbuster, and execute it in a way that would engage the fans.
Strategy:
The audience for Turkish Airlines is as global as their network, and defined by an attitude: they are culturally curious, open to new ideas and formats, such as this one.
Execution:
TV spots and print drove you to the airline’s website, where you could then engage with the full campaign by booking a ticket (which entered you in a draw to fly to the premiere). We then sent you typical pre-flight airline messaging, including: Emails selling you travel insurance, featuring cover for extraterrestrial incidents. Reminders to get your visa to Gotham or Metropolis, through an official ESTA-like site. And city info, including via a 128-page Time Out guidebook complete with restaurant listings and maps, for sale on Amazon and in bookshops. A key consideration throughout was to execute this idea in a way that would engage the movie’s fans and make the most of the partnership with Warner Bros, rather than just stick our logo on their long-awaited film.