Title	ONUR AIR – THE LONELIEST EMOJI
Brand	ONUR AIR
Product/Service	AIRLINE COMPANY
Category	A07. Social Data
Entrant	TRIBAL WORLDWIDE ISTANBUL, TURKEY
Idea Creation	TRIBAL WORLDWIDE ISTANBUL, TURKEY
Media Placement	TEMMUZ MEDYA Istanbul, TURKEY

Name	Company	Position
Omur Kula Capan	Tribal Worldwide Istanbul	General Manager
Arda Erdik	Tribal Worldwide Istanbul	Creative Director
Basar Bellisan	Tribal Worldwide Istanbul	Creative Director
Hakan Yilmaz	Tribal Worldwide Istanbul	Copywriter
Anil Guzelis	Tribal Worldwide Istanbul	Art Director
Emre Karaca	Tribal Worldwide Istanbul	Art Director
Buse Sokullu	Tribal Worldwide Istanbul	Brand Director
Ahmet Terzioglu	Tribal Worldwide Istanbul	Creative Group Head

The Campaign

For sharing the loneliest emojis loneliness we launched a campaign on Valentine Day which’s most talkable topic is love. So we decided to share, lonliness of the least used emoji on Twitter, and turned emojitracker.com’s data into emotions. The least used emoji in the World on twitter is the ‘Baggage Claim’ which really suits the brand. Than we took that and invited everyone to ‘loneliestemoji.com’ to save it from its loneliness on Valentine’s Day just by tweeting it. This is the World’s first digital campaign used a real time emoji usage data on Twitter.

During the same 4 days, campaign landing page enyalnizemoji.com was visited by more than 22.000 unique visitors with 0 advertising directly promoting website. For 1.6 million seconds, visitors spent on the website to make “Baggage Claim” emoji to forget its loneliness. Who would’ve also though a simple campaign could bring ticket sales. Thanks to all the hype, Onur Air’s online ticket sales increased %16 during the campaign period with respect to previos year.

Onur Air Emoji Project was a creative way of using openly available data and transform it into an attractive insight that would mobilize people to behave differently and motivate them to change the data. Thus, as a sales campaign, it had an unexpected edge since it had to power to influence a public data while driving ticket sales on the Valentine’s Day.

We used emoji usage data on twitter, which is gathered by emojitracker.com on real time by its open sourced API. Users, tweeted about The Loneliest Emoji via our website or twitter with #theloneliestemoji hashtag. Every time baggage claim emoji was tweeted by people, emojitracker.com’s data was changed and we shared the loneliness of the loneliest emoji. in other words, the number of its usage changed every time its tweeted. We directed the people who talks about love, loneliness and trips on Valentine’s Day to our campaign with targeted Twitter ads.