benchmark report
airline marketing
epic pool dunk
digital igital
catch-a-plane
TURKISH AIRLINES
Another airline tapping into popular online culture is Turkish Airlines. Following its Kobe and Messi viral hits, the airline is now taking to the European Basketball League to generate some buzz. The airline has been the main sponsor of the Euroleague for the past few years and has worked with Crispin Por ter + Bogusky London to star Euroleague ballers Shawn James, Kyle Hines, Robin Benzing and Sergio Rodriguez hoop it up poolside and make a big splash in new Turkish Airlines spot that builds up to an amazing aqua-dunk. The ad was inspired by the explosion of epic pool dunks on Vine and YouTube last summer, such as this diving-slidingbalcony-tossing classic . In the making-of clip, executive producer
JUNE 2014 ISSUE
S7
Rob Steiner sums up the challenge: “It’s a one-shot ad—30 seconds. We’ve got two cranes, 12 players—four pros—all of whom have to be synchronized and choreographed perfectly. We’ve got one day to shoot this, but in reality we’ve got four hours, because the professionals are only here for that time.” After 22 takes, it all came together, with the guys making improbable passes across, around and into a fancy outdoor pool in Madrid. Ultimately, the shot gets made thanks to an epic assist from a guy hovering on some sor t of jet-sneaks. The epic pool dunk video has generated 3 million views on YouTube in just a month, while the behind the scenes video has been viewed 300,000+ times as well.
Russian low-cost carrier S7 has come up with a novel way to promote its loyalty program and inform its target audience about the airline’s and Oneworld alliance’s destinations. With the help of adver tising agency Leo Burnett Moscow, the airline has launched a branded ‘Catch-a-plane ’ app, which allows smar tphone users all over the world who have downloaded the app to catch free miles when an S7, BA, Cathay Pacif ic, Qatar Airways, or any other Oneworld-alliance aircraft passes over. Thanks to a combination of GPS technology and f light timetable, the app keeps track of all S7 and Oneworld alliance plane locations relative to the user. Whenever plane f lies over the mile collector’s head, he or she gets free miles. Flyers will be able to use the miles on S7 and other oneworld alliance airlines.
How it works: After indicating the airliner of S7, or any other airline of the oneworld alliance, the app will send a notif ication with the information on the airliner route. If the par ticipant opens the notif ication about the f light and clicks the button “Catch a plane”, he/she will get from 1 to 3 miles accrued to his/her account depending on the f light range: up to 3000 km – 1 mile, from 3000 to 4000 km – 2 miles, over 4000 km – 3 miles. Video of the campaign here . Under the campaign rules a user can catch only one airliner within 10 minutes. A user can also get 1 mile for publishing the app link in his/her Facebook or Twitter prof ile. The total number of miles available to compete for is 5 million, after which the campaign will expire. Those wanting to par ticipate in the event have to register for S7’s loyalty program.
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