How Turkish Airlines reached 100+ million traveler prospects with selfies

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.

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
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
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
Visit Abu Dhabi uses Lightbox Ads and YouTube Mastheads to stimulate interest and consideration