Case Study

How Turkish Airlines Reached 100+ Million Traveler Prospects With Selfies

the rundown

In a wildly popular commercial for Turkish Airlines, two of sports" greatest stars-Kobe Bryant and Lionel Messi-vie for the attention of one starstruck kid. Following on its success, the company created a new YouTube ad called "Kobe vs. Messi: The Selfie Shootout" to continue increasing brand awareness in Europe, North America, the Middle East and the Far East. The spot was another huge success: It became one of the fastest spreading commercials on YouTube, with 77 million views in just one week, and was one of the most popular ads of 2013.

The Goals

  • Increase Turkish Airlines’ brand awareness around the world
  • Reach a new target audience: spirited, adventurous people with wanderlust
  • Test the campaign’s effectiveness by measuring brand recall for Turkish Airlines’ ads

The Approach

  • Craft a playful marketing campaign around one of 2013's most searched words: Selfie
  • Create a custom channel to introduce the campaign and demonstrate the company's spirit in an interactive way
  • Leverage YouTube’s advertising tools to reach a wider global audience

The Results

  • Reached 77 million views in one week, making it YouTube’s fastest spreading commercial
  • Multiplied the YouTube brand searches 3x and achieved a 16% increase in Google global brand searches
  • Achieved a 9% increase in global brand recall

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