benchmark report
airline marketing
tv, print, ooh
how do you make didier?
r2-d2 unveiled
TURKISH AIRLINES
ALL NIPPON AIRWAYS ANA continued the promotion of its partnership with the Star Wars franchise with the launch event in Seattle of the first Starwars-themed B787 delivered by Boeing, the R2-D2 ANA JET. On September 12, the R2-D2 ANA JET appeared for the first time and with a design that delivered on the promise of renderings published in April of this year. As the doors to the hangar opened, popular characters from the Star Wars franchise appeared, including stormtroopers, C-3PO and, of course, R2-D2, while the Star Wars theme played in the background. Guests present were notably excited, with cheers heard across the field. The event was broadcast live on ANA’s Star Wars microsite . ANA also included a livechat feature with the broadcast which allowed OCT 2015 ISSUE
fans to comment and share in the experience. Enthusiastic fans really got into the event. The R2-D2 ANA JET roll-out also received extensive world-wide coverage from major news services like The Telegraph , CNN , Fox, USAToday, and News.com.au as well as from tech sites like CNET .
Turkish Airlines has had great success with its series of commercials featuring Lionel Messi, Kobe Bryant and Didier Drogba. While previous videos played on the theme of competition, pitting one spor ts star against the other in a contest for the best travel experiences, the campaign now zooms in on Drogba, showing pivotal points in the player’s life, with the tie-in message: “Discover how travel has made Didier Drogba the man he is today.”
to his community; and his curiosity traced to Istanbul. The ad ends with the core message: “Where You Go is Who You Are.” Like its predecessors, this video is already very popular, with over 6 million views on YouTube so far.
The one-minute video traces Drogba’s evolution as a player and a person, attributing to each stop on his career path a quality of his character: His ambition, nursed in his hometown of Abidjan; his skills, built up during his time at Le Mans; his passion, born at Marseille; his style, linked to his time at Chelsea; his compassion, reflected by his return home to give back
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
