benchmark report
airline marketing
digital
#delightfulstories
#lundangtonewcastle
TURKISH AIRLINES Turkish Airlines has launched a new Delightful Stories campaign which aims to encourage people to achieve their dreams and inspire others to do the same. Through its Delightful Stories, the airline features stories of those who have pursued their passions and broadened their horizons on the storytelling microsite delightfulstories. com . Comments the airline on the campaign: “Delightful Stories is a project that aimed to trigger audience’s curiousity and instinct of following their dreams. We want to get a spark in their minds in to make them dream again (even about the impossible) and try hard to accompish. It can be love, climbing to Everest or building a handmade bridge on a wild river to let children go to school. Each story will hold a different emotion, and touch people’s lives in a par ticular way, inspiring them to run after their dreams.”
JULY 2015 ISSUE
MALAYSIA AIRLINES The first tale, “Staff Benda Bilili, a Dream Followed by Hear t,” features a group of Kinshasa musicians, some of whom suffer from disabilities caused by polio, yet pursued their passion for music ultimately performing on stage at Europe’s music festivals and around the world. The story of Staff Benda Bilili can be seen on YouTube (over 2 million views already) and on the microsite. The project will last one year and at the end of the project, a jury composed of the owners of the stories published on the website will choose a par ticipant who, just like them, chase her/his dreams but couldn’t yet achieve them. Turkish Airlines will make this par ticipant’s dream come true and her/ his story will be the last one of the project.
After tragic events and financial hardship, Malaysia Airlines has refocused the dialogue around its brand by sharing the touching story of two young Malaysians, separated by great distances and united in love.
frame the story, as a play on language which fittingly blends English with Malay. London is jokingly referred to as Lundang in Kelantanese, and Kota Bharu is the Malay translation of ‘Newcastle’.
Through an 8-minute ‘documercial’ YouTube video , which has enjoyed over 1.5 million views so far, Malaysia Airlines tells the story of the young couple—a UK-born Malaysian man who lives in London and a woman from Kota Bharu, Kelantan—as they carry on a longdistance love affair, until they decide where they should call home once they marry.
“We had the concept of ‘You’re Home Even When You’re Away’ and sent out a brief to a few production houses. We selected LOKALAB when they presented us with the storyline focused on this couple, who they happen to know through mutual friends,” Mohd Hisham Saleh, Head of Social Media & Innovations at Malaysia Airlines explains.
To make the love story more tantalising, the film ends with the open question of just how the two will resolve their separation and he suggestion that home is not a place on the map, but one in the heart.
The love story has been picked up by the international press , and the #lundangtonewcastle campaign was also picked up by the Malaysian Women’s Weekly, which has set up a contest on Instagram and Facebook for return tickets to London, on Malaysia Airlines, for a lucky winner and companion.
The airline uses the hashtag #lundangtonewcastle on social media to
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
