benchmark report
airline marketing
istanbul flow motion
unboxing the 787
TURKISH AIRLINES Turkish Airlines has partnered with Rob Whitworth , a well-known filmmaker with a dynamic and unorthodox style, to create a video telling the story of Istanbul. Using his signature ‘flow-motion’ shoot and edit style, Whitworth has created a fascinating few minutes of eye-candy that takes the viewer on a colourful and fast-paced trip through Istanbul. Shot in 4K resolution and edited from nearly 4 terabytes of raw material (collected over 6 weeks in the Turkish capital), the ‘The City of Istanbul’ video is full of zooms, twists and hints of magic – plus a poetic narration about the history of metropolis. Only at the very end, when the shot pans out across the whole city and a plane zooms past, do we see evidence of Turkish Airlines’ involvement in this video. The first purpose of the film is to interest people in visiting Istanbul and airline branding is secondary. DEC 2015 ISSUE
KLM This effort has produced a lot of buzz in the photography world and was viewed roughly 5.5 million times in just 20 days on the Turkish Airlines YouTube channel. Whitworth also worked with Emirates at the beginning of this year to create a flowmotion tour of Dubai using plenty of stunning hyperlapse shots. That video also takes us into an A380 First Class Suite, the cockpit as the aircraft lands and through hidden parts of the airport. That video has been viewed roughly 1.4 million times on YouTube.
The internet phenomenon of ‘unboxing’ —people f ilming the moment they unbox their gadgets like the latest smar tphone, smar t watches, tablets, game consoles and other highly coveted items—has become a popular trend online. KLM joined-in by f ilming the ‘unboxing’ of its new Boeing 787 Dreamliner and putting the video on YouTube . In this case, the hangar served as the gift box to be opened, and the Boeing 787 aircraft was the ultimate high-tech reveal. In the video , the brand new KLM 787 is ‘unboxed’ by crew in the same way as others ‘unbox’ their gadgets. Protective packaging, stickers, and screen protectors are slowly removed. The two pilots reveal items on the f ly deck and the cabin crew is f irst to unpack and test-out the features of the airline’s new interiors.
The f ilm, shot at KLM’s home base Schiphol Airpor t, progresses step by step as more of the aircraft’s features are revealed to the world. The airline promoted the ‘unboxing’ event on social media , blogs, and in its focus markets. KLM also set up a dedicated site to commemorate the ‘unboxing’ event. KLM is the world’s f irst airline to present a new aircraft in this way and the lighthear ted ‘unboxing’ movie has been viewed more than 1.1 million on YouTube. KLM’s campaign is a good example of how the popularity of internet memes (concepts that spreads from person to person via the internet) makes them an effective marketing tool for airlines to create buzz around their brands.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
