SCHIPHOL DESTINATION UNKNOWN
| Title | SCHIPHOL DESTINATION UNKNOWN |
| Brand | SCHIPHOL AIRPORT |
| Product/Service | AIRPORT |
| Category |
G01. BRANDED GAMES |
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Entrant Company
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FHV BBDO Amsterdam, THE NETHERLANDS
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Advertising Agency
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FHV BBDO Amsterdam, THE NETHERLANDS
|
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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
|
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 |
Creative Execution
We built on the immense popularity of the Instagram platform and created our microsite around the Instagram API, giving a completely new spin to its content. In bannering we provided a small teaser of the game. Our target audience had to guess a destination by looking at Instagram pictures in the banners. Answers led to the site, where people could play the full game.
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%).
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 travelers 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.