Most Creative Campaign by Airline - SimpliFlying Awards 2014

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Most Creative Campaign by Airline - SimpliFlying Awards 2014

  1. 1. Awards for Excellence in Social Media 2014 Most Creative Campaign by Airline FinalistEntries
  2. 2. Awards for Excellence in Social Media 2014 Most Creative Campaign by Airline Finalist
  3. 3. Cathay&Pacific&Airways&North&America& Noodles&of&Asia&& Campaign&Overview& March&20th&>&April&19th&2013& &
  4. 4. Why&Noodles&& Campaign(objec.ves:( & 1.  To&celebrate&‘NaGonal&Noodle&Month’&and&tout&CX&as&the&airline&with&the&best&product/service/food&in&the&sky&AND&on&the& ground& 2.  To&liM&brand&awareness&across&all&CX&North&America&social&media&channels&–&primarily&to&grow&traffic&on&Facebook&and& Pinterest&& 3.  To&showcase&Cathay&Pacific’s&network&in&Asia&via&engaging&content&from&contest&entries&to&celebrity&chef&videos&about&noodles& 4.  To&increase&our&email&database&& 5.  To&share&our&love&of&noodles&with&our&fans&& & Noodles&play&a&major&role&at&Cathay&Pacific& Airways.&Not&only&do&we&serve&them&in&our& signature&bars&within&lounges&across&the& world,&we&also&serve&noodle&dishes&and&our& own&branded&cup&noodles&in>flight.&&It&is& hands>down&one&of&the&most&popular&food& items&posted&on&our&social&channels.&& & & To&celebrate&NaGonal&Noodle&Month&and& tout&Cathay&Pacific&as&the&airline&with&best& gourmet&meals&in&the&sky,&we&thought&it& would&be&a&fiWng&opportunity&to&put&a& spotlight&on&our&fan&favorite&food&and& create&a&fun&social&interacGve&campaign& around&it.&
  5. 5. #CXNoodles&Teaser&and&Announcement& Contest((Idea(and(Timeline( & 1.  For&the&contest,&we&executed&a&UGC&campaign,&in&which&parGcipants&submied&their&own&Asian&inspired&noodle&recipe&on& Facebook&&&Pinterest&for&a&chance&to&win&a&pair&of&Premium&Economy&Gckets&to&Hong&Kong&and&get&their&recipe&featured&in>flight.& 2.  To&create&buzz&around&the&contest,&we&recruited&celebrity&chef&MarGn&Yan,&Top&Chef&Sang&Yoon&and&renowned&Canadian&food& blogger&Mijune&Pak&to&be&guest&judges&for&the&campaign.& 3.  At&the&beginning&of&March,&we&posted&content&such&as&favorite&noodle&recipes&from&cabin&crew,&&our&lounge&noodles&as&well&as&a& teaser&post&from&Chef&MarGn&Yan&&to&get&people&excited&about&the&upcoming&contest& 4.  Different&from&other&contests&we&did&before,&we&announced&the&contest&on&YouTube&(&link&here)&and&distributed&the&launch&video& across&all&our&social&channels&&
  6. 6. Sustaining&Contest&Momentum&with&Content&& Contest(Promo.onal(Tac.cs:( & 1.  Throughout&the&contest,&we&featured&a&variety&of&content&from&recipe&entries,&blogger&recipes&to&staff&cook>off&etc,&leveraging& mouthwatering&noodle&images&to&enGce&people&to&enter&the&compeGGon&& 2.  We&also&hosted&mini&contests&on&Twier&such&as&cookbook&and&branded&chopsGck&giveaways&to&build&hype&around&the&contest& 3.  Midway&through,&we&produced&another&video&of&celebrity&chef&Sang&Yoon&(&see&here)&,&promoGng&the&contest&and&cooking&a&noodle&dish& 4.  In&the&end,&we&successfully&aggregated&content&from&mulGple&sources&which&kept&people&engaged&and&excited&about&the&contest.& &
  7. 7. Judging&Event&& Judging(Event(( & 1.  AMer&receiving&a&total&of&953&entries,&we&brought&all&of&guest&judges&together&at&M.Y.&China&restaurant&in&San&Francisco&to&judge&our&finalist&& entries& 2.  We&leveraged&Instagram/&Facebook&and&Twier&to&live&broadcast&the&judging&event& 3.  We&documented&the&enGre&event&via&YouTube&for&those&who’d&like&see&the&enGre&process&(&link&here)&&
  8. 8. Our&Recipe&of&Success&& ( Our&Final&Campaign&Stats& & 1.  (A&total&of&953&Entries&&(Best&performing&campaign&our&vendor&had&seen&that&required&recipe&creaGon)& 2.  &173%&Growth&in&Followers&on&Pinterest&Noodle&Board&and&153%&Growth&in&Followers&on&Pinterest&Page&overall& 3.  Over&10k&YouTube&views&during&contest&month&& 4.  8%&increase&in&Facebook&Fans& 5.  10%&&increase&in&eNew&subscribers& 6.  A&lot&of&great&UGC&content&which&spread&virally&and&promoted&the&Cathay&Pacific&brand&via&all&social&channels& &
  9. 9. Awards for Excellence in Social Media 2014 Most Creative Campaign by Airline Finalist
  10. 10. SimpliFlying Awards - Most Creative Campaign by Airline #SFAwards14 Presentation Pitch: Condor Coffee Sleeve Campaign
  11. 11. 2 Condor North America - Background #SFAwards14 / July 1, 2014 / CHI HL/M © Condor Flugdienst GmbH 2012. Alle Rechte vorbehalten, auch bzgl. jeder Verwertung, Bearbeitung & Weitergabe. Frankfurt based Condor Airlines is Germany’s most well-known sun & beach focused leisure carrier. Each year, approximately 7 million passengers fly with Condor Airlines to roughly 75 destinations worldwide. Since 2013, Condor is part of the Thomas Cook Group Airlines to which the Thomas Cook Airlines UK, Thomas Cook Airlines Belgium and Thomas Cook Airlines Scandinavia also belong. Condor is permanently looking for new ways to engage with customers and to establish relationships with our fans and passengers. Crossing Social Media with traditional or innovative marketing tools is one of our key marketing strategies.
  12. 12. 3 Condor Coffee Sleeve Campaign #SFAwards14 / July 1, 2014 / CHI HL/M © Condor Flugdienst GmbH 2012. Alle Rechte vorbehalten, auch bzgl. jeder Verwertung, Bearbeitung & Weitergabe. Launch of Coffee Sleeve Campaign with the following objectives: Promote the new Condor Twitter Account in North America (Condor North America joined Twitter on October 25, 2013) Inform customers/coffee drinker about the Seattle-Frankfurt Service Engage/ build relationship with our fans and customers Campaign ran from February 1, 2014 – March 15, 2014 Users were asked to tweet their #CondorDreamDestination to @Condor_America for a chance to win a $500 Condor gift card.
  13. 13. 4 #SFAwards14 / July 1, 2014 / CHI HL/M © Condor Flugdienst GmbH 2012. Alle Rechte vorbehalten, auch bzgl. jeder Verwertung, Bearbeitung & Weitergabe. Condor Coffee Sleeve Campaign Distribution of 60,000 @Condor_America branded coffee sleeves to coffee shops in the Seattle area. Emphasis on college and university campuses. Condor market research showed that students and young adults are one of Condor’s key growth opportunities in North America. Students appreciate Condor’s inexpensive one-way fares from/to SEA. Campaign includes one free coffee event at the coffee shop “Local Color” right across from Pike Market in the heart of Seattle. Condor employees invited passersby to a free cup of coffee – of course featuring a branded sleeve.
  14. 14. 5 #SFAwards14 / July 1, 2014 / CHI HL/M © Condor Flugdienst GmbH 2012. Alle Rechte vorbehalten, auch bzgl. jeder Verwertung, Bearbeitung & Weitergabe. Condor Coffee Sleeve Campaign
  15. 15. 6 #SFAwards14 / July 1, 2014 / CHI HL/M © Condor Flugdienst GmbH 2012. Alle Rechte vorbehalten, auch bzgl. jeder Verwertung, Bearbeitung & Weitergabe. Condor Coffee Sleeve Campaign The results were great: Among positive feedback and tweets from customers and users we were able to gain more than 70 new followers and more than 100 tweets, replies and retweets on our back then still very young Twitter Account in North America. Example tweets: https://twitter.com/Condor_America/status/439437988787781632 https://twitter.com/Condor_America/status/439435043245531136 https://twitter.com/JustKasi/status/439462831226761218 https://twitter.com/Condor_America/status/430835837417189376 https://twitter.com/Condor_America/status/447057646210666496
  16. 16. 7 #SFAwards14 / July 1, 2014 / CHI HL/M © Condor Flugdienst GmbH 2012. Alle Rechte vorbehalten, auch bzgl. jeder Verwertung, Bearbeitung & Weitergabe. Thank you!
  17. 17. Awards for Excellence in Social Media 2014 Most Creative Campaign by Airline Finalist
  18. 18. Turkish Airlines Most Creative Campaign by Airline SimpliFlying Awards 2014 Presentation Pitch
  19. 19. Kobe vs. Messi: The Selfie Shootout
  20. 20. Kobe vs. Messi: The Selfie Shootout In December 2013, we had two messages which we wanted to convey to a massive audience across the globe: the launch of our new motto Widen Your World, and the fact that Turkish Airlines had become the airline which flies to the most countries in the world. To this end, we decided to put together our brand ambassadors Kobe Bryant and Lionel Messi with a rising trend  and  Oxford’s  word  of  the  year:  the  selfie. The purpose was to have them feature in a sequel to our original Kobe vs. Messi: Legends on Board video in which they would utilize the popularity of the selfie to create the buzz needed for a launch on a scale which would surpass the previous video. As we hoped, two superstars engaged in an epic selfie battle on YouTube, traveling the world using our extensive network to get ahead of one another turned out to be the perfect recipe for getting our messages across on social media, reaching unprecedented heights in a remarkably short time. The film was supported by two interactive projects, the Tripadvisor Ultimate Travel Photo wall and our Selfshot mobile app, which allowed users to take part in the action.
  21. 21. Kobe vs. Messi: The Selfie Shootout • The video reached 105 million views in 9 days and 900,000 social shares, with 55%+ more likes and comments than the original. • It was featured on more than 2,000 international blogs. • The Selfie Shootout was YouTube’s  most  watched  ad  on   YouTube in 2013 and the fastest spreading commercial in the history of YouTube. • Overall brand awareness increased 9 points as a result of the campaign. • YouTube search increased 209%+ and. global brand uplift on Google 16%+ • The Selfshot app was downloaded 73.902 times, and the content created by users for the contest reached an estimated 4.2 million people. • Millions of Tripadvisor users were reached with the Ultimate Travel Photo Wall, generating over ten thousand submissions.
  22. 22. Thank you.
  23. 23. Awards for Excellence in Social Media 2014 Most Creative Campaign by Airline Finalist
  24. 24. Starting point campaign •  Transavia.com wanted to create a social media activation to involve their fans with their brand on a high level. •  Transavia.com wanted a campaign which represents their brand values; enthusiastic, involved, sincere •  Transavia.com wanted to create an extraordinary travel experience to reward the loyalty of their fans. •  Transavia.com wanted to create a campaign with such impact that it would rapidly increase interaction with their fans; a big bang strategy.
  25. 25. The Fanflight was born We arranged a plane, the rest was up to our fans
  26. 26. What did we do? •  On the 17th of October 2013 we arranged a plane on Rotterdam The Hague Airport, ready to take 180 fans on the trip of their dreams. •  A partnership with 538, the largest radiostation of The Netherlands, was made to increase mediavalue and impact. •  A platform for the Facebookpages of transavia.com and 538 was created. Here the fans were given the chance to vote each week on a different element to create their dream trip. After four weeks, the ultimate Fanflight was born.
  27. 27. Results 1.  3.000.000 people has reached by social media + 28.798 new fans added the transavia.com Facebook page 2.  84.567 unique visitors on the platform 3.  17.323 choices were made on the platform en 4.720 choices wre made on the Facebook timeline and 43.628 text messages were sent to the Radio station 538 4.  A amazing experience for the transavia.com fans Case video: https://www.youtube.com/watch?v=tQLn6QNgpuM Design application: http://www.dorstenlesser.nl/campagnes/fanflight/
  28. 28. Awards for Excellence in Social Media 2014 Most Creative Campaign by Airline Finalist
  29. 29. /goindigo.in /IndiGo6E /thisisIndiGoAirline #6Econnection Campaign Case-Study
  30. 30. Campaign Objective The objective was to emphasize on the fact that there's no long distance that IndiGo can’t conquer. Hence, the task was to launch a campaign to reunite some lucky couples on the Valentines day. Idea The idea was to invite people to tweet a fun, romantic or creative message for their faraway Valentine. This can be a poem or a picture collage or even a link to a video message. The best tweets will win a free flight each to go see their Valentine. And, as a little added incentive, we're offering Rs.1000 discount vouchers to anyone who does something sweet for their Valentine. Execution The campaign build up started with some teaser posts on facebook & twitter a week before Valentines day. The main campaign started was scheduled for 2 days (11th & 12th February). Participants were required to send us there stories in 140 characters using #6EConnection in their tweets. Through this 2 day-long campaign, IndiGo aimed to find the most creative long distance couple who deserved to be re-united on the Valentines day. At the end of the campaign on 13th Feb, the best entry was shortlisted and the arrangements were made by IndiGo to re-unite the winner with her partner on Valentine’s Day. Also, IndiGo shortlisted 5 best stories every hour & gratified them with an IndiGo travel voucher worth Rs.1000. The Twitter contest was also cross-promoted on IndiGo’s Facebook page to reach out to all our fans & increase the conversations on twitter.
  31. 31. #6Econnection on Social:
  32. 32. #6Econnection: Winner story Meghna Baruah and Mark Rodricks met at a football match in Delhi 3 years ago. Mark is a football coach in Pune and Meghna works in Delhi. We connected the couple and flew Meghna to Pune to spend time with her valentine. Meghna’s reaction on Twitter
  33. 33. Meghna’s reaction on Twitter
  34. 34. #6Econnection: Impact Source: Unmetric & Hashtracking
  35. 35. Thank You! /goindigo.in /IndiGo6E /thisisIndiGoAirline
  36. 36. Awards for Excellence in Social Media 2014 Most Creative Campaign by Airline Finalist
  37. 37. Southwest)Airlines’)Plane) Palooza)Campaign) 2014%Simpliflying%Award%Entry% Most%Crea;ve%Social%Media%Campaign%
  38. 38. Campaign%Objec;ves% •  The%Plane%Palooza%Campaign%was%designed%to%engage%with%our%fans%in%a% fun%way%during%a%culturally%relevant%event%–%March%Madness!% •  The%objec;ve%of%the%campaign%was%s;mulate%engagement%%among%our% Facebook%fan%base.%%% •  The%campaign%simulated%the%tradi;onal%March%Madness%bracket%by%pairing% Southwest%Airlines’%specialty%aircraM%%into%a%“voteOoff.”% •  Fans%voted%for%their%favorite%specialty%aircraM%by%‘liking’%or%‘sharing’%the% Facebook%post.%The%winner%of%each%match%up%moved%on%the%next%round% un;l%the%winner%was%revealed.%%
  39. 39. Plane%Palooza!!!% Round%1% Round%2% Round%6%Round%5%Round%4% Round%3%
  40. 40. Campaign%Results% •  Lone%Star%One%was%the%winner%of% Plane%Palooza!% •  The%campaign%was%huge%success% among%our%fans,%and%ranks%as%one% of%our%top%performing%campaigns% to%date.%% •  Combined,%the%content%generated% a%total%5,222%comments,%53,718% likes,%and%31,850%shares…plus%a%lot% of%excitement%and%enthusiasm% among%sports%fans,%avia;on%geeks,% and%general%Southwest%Airlines% enthusiasts%!%
  41. 41. Awards for Excellence in Social Media 2014 Most Creative Campaign by Airline Finalist
  42. 42. Are you ready to get a Philippine flight promo code that only appears when it rains?
  43. 43. MONSOON SALE Potential travelers were redirected to The Monsoon Sale page, which led to the Cebu Pacific Air website. They could book flights to  the  Philippines’  island  getaways,  like   Boracay, Cebu or Palawan.
  44. 44. RESULTS For the months of April and June, when we did the  It’s  Sunny  in  the  Philippines  campaign,   www.cebupacificair.com bookings from Hong Kong grew by 42% and 28% respectively.
  45. 45. RESULTS We  also  got  to  share  Cebu  Pacific’s  brand  of  fun,  and  the  Philippines’  sunny   destinations to the world.
  46. 46. Awards for Excellence in Social Media 2014 So, which do you like best? VOTE NOW!

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