SCHIPHOL DESTINATION UNKNOWN
| Title | SCHIPHOL DESTINATION UNKNOWN |
| Brand | SCHIPHOL AIRPORT |
| Product/Service | AIRPORT |
| Category |
A08. ORIGINAL GAME OR USE OF GAMING |
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Entrant Company
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FHV BBDO Amsterdam, THE NETHERLANDS
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Contributing Company
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FHV BBDO Amsterdam, THE NETHERLANDS
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Contributing Company 2
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NOT HUMAN Trazegnies, BELGIUM
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Media Agency
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UNIVERSAL MEDIA Amsterdam, THE NETHERLANDS
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Production Company
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SUPERHERO CHEESECAKE Amsterdam, THE NETHERLANDS
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Production Company 2
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BIG ORANGE Amsterdam, THE NETHERLANDS
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Production Company 3
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NOT HUMAN Trazegnies, BELGIUM
|
Credits
| Tim De Waard |
FHV BBDO |
Copywriter |
| Daniel Samama |
FHV BBDO |
Art Director |
| Mark Muller |
FHV BBDO |
Creative Director |
| Martin Cornelissen |
FHV BBDO |
Creative Director |
| Arnd Jan Gulmans |
FHV BBDO |
Strategy Director |
| Lidewij Baneke |
FHV BBDO |
Client Service Director |
| Astrid Witteveen |
FHV BBDO |
Account Director |
| Ellen Visée |
FHV BBDO |
Account Manager |
| Hans Dekker |
FHV BBDO |
Online Producer |
| Esmee Lechner |
FHV BBDO |
Digital Design |
| Dean Refos |
FHV BBDO |
Online Media |
| 51 North |
51 North |
Online Media |
| Mathieu Michaux |
Nothuman.be |
Designer |
| Superhero Cheesecake |
Superhero Cheesecake |
Development |
| Ad Van Dongen |
Big Orange |
Music/Sound |
The Campaign
Schiphol's ambition to grow is a highly sensitive topic in The Netherlands. Politicians are keen to preserve a delicate balance of interests. This limits the ways in which traditional advertising can be used. Therefore, Schiphol has started to use branded content and branded services as a way to create value for the target audience.
Results
Amsterdam Airport Schiphol services over 300 destinations around the world. This vast network of destinations is one of the key assets that sets Schiphol apart from its competitors. How could we make people engage
with this network and boost their preference for Schiphol?
We created Destination Unknown, an addictive online game that uses real-time Instagram content to let people discover destinations through the eyes of people that are actually right there.
The game is simple. Look at a live feed of Instagram pictures and guess at which destination of schiphol these photos are taken.
No game is ever the same, because our content continuously changes. To pull this off, we created a Content Management System that assigned hashtags to all the destinations, filtering the stream of 45.000 pictures
uploaded to Instagram every second.
The more destinations players guessed correctly, the bigger the range of destinations they could win tickets to.
We chose media that would allow us to stay very close to the basic thought of the idea: showing the world through the eyes of people that are right there. Social media seemed an obvious choice, because the idea was built around crowd-provided snapshots uploaded to a social channel.
In addition, we decided to use radio; an imaginative medium that suited the idea of travelling through the eyes of people that are actually there. Finally, the innovative use of real-time Instagram content resulted in a
vast amout of free PR, creating traffic to the site.
The game turned out to be as addictive as we designed it to be. In the month of our campaign, 144.300 games were played, with an averige time spent on the site of 4:32. Players guessed close to a million destinations. Players liked the game very much (90%) and 64% would have played it even if there hadn’t been a prize to win.
In addition, the campaign had a significant effect on preference:
Preference for Schiphol is higher among people who have seen or heard about the game (from 49% to 60%) and even higher among players (67%).