BATMAN V SUPERMAN: FLY TO GOTHAM / FLY TO METROPOLIS
Bronze Eurobest
Title
BATMAN V SUPERMAN: FLY TO GOTHAM / FLY TO METROPOLIS
Brand
TURKISH AIRLINES
Product/Service
TURKISH AIRLINES
Category
A16. Excellence in Partnerships between a Content Producer and a Brand/Product/Talent
Entrant
CP+B London, UNITED KINGDOM
Idea Creation
CP+B London, UNITED KINGDOM
PR
CP+B London, UNITED KINGDOM
Production
CP+B London, UNITED KINGDOM
Production 2
SOMESUCH London, UNITED KINGDOM
Production 3
ELASTIC Santa Monica, USA
Additional Company
SPACE66 London, UNITED KINGDOM
Additional Company 2
TURKISH AIRLINES Istanbul, TURKEY
Additional Company 3
TIME OUT London, UNITED KINGDOM
Credits
Name
Company
Position
Dave Buonaguidi
Crispin Porter + Bogusky
Chief Creative Officer
Ben Carey
Crispin Porter + Bogusky
Creative Director
Henrik Delehag
Crispin Porter + Bogusky
Creative Director / Art Director
Chris Chapman
Crispin Porter + Bogusky
Agency Producer
Tessie Gaertner
Crispin Porter + Bogusky
Creative
Tom Hall
Crispin Porter + Bogusky
Creative
Ricardo Santos
Crispin Porter + Bogusky
Creative
Christian Balivet
Crispin Porter + Bogusky
Creative
Nimi Raja
Crispin Porter + Bogusky
Planner
Charles Faircloth
Crispin Porter + Bogusky
Account Supervisor
Jonathan Phillips
Crispin Porter + Bogusky
Business Director
Genevieve Sexton
Crispin Porter + Bogusky
Business Director
İlkay Dibekoğlu
Crispin Porter + Bogusky
Senior Account Director
Rafet Fatih Özgür
Turkish Airlines
Advertising Manager
Neşet Dereli
Turkish Airlines
Interactive Marketing Communication Manager
Fatih Akyil
Turkish Airlines
Advertising Coordinator
The Campaign
Turkish Airlines flies to more countries than any other airline. To bring their partnership with blockbuster “Batman v Superman” to life, the idea was to claim Turkish Airlines now also flies to Gotham and Metropolis.
Creative Execution
TV spots and print drove you to the airline’s website, where you could then engage with the full campaign by booking a ticket (which entered you in a draw to fly to the premiere). We then sent you typical pre-flight airline messaging, including: Emails selling you travel insurance, featuring cover for extraterrestrial incidents. Reminders to get your visa to Gotham or Metropolis, through an official ESTA-like site. And city info, including via a 128-page Time Out guidebook complete with restaurant listings and maps, for sale on Amazon and in bookshops. A key consideration throughout was to execute this idea in a way that would engage the movie’s fans and make the most of the partnership with Warner Bros, rather than just stick our logo on their long-awaited film.
The campaign resulted in 125 million earned media impressions. Over 30 million YouTube views for the ads. Over 25,000 would-be passengers for the inaugural flight. And over 700 news placements, including Mashable, ABC News, Empire, Yahoo News, Vanity Fair, Hollywood Reporter, The Independent, the Daily Mail, Variety and Rolling Stone – who ranked the ads No1 movie commercials in the SuperBowl, a great result both for Turkish Airlines and Warner Bros.
This campaign is a partnership between brand Turkish Airlines and content producer Warner Bros. Turkish Airlines sponsored Warner Bros's “Batman v Superman” blockbuster, but wanted to do so in a way that went beyond the normal product placement sponsorship format, by creating relevant content that added to the movie experience and encouraged the fans to engage with the brand. http://entryjet.com/turkish-bvs-wb/
The audience for Turkish Airlines is as global as their network, and defined by an attitude: they are culturally curious, open to new ideas and formats, such as this one.