Title	ONUR AIR – THE LONELIEST EMOJI
Brand	ONUR AIR
Product/Service	AIRLINE COMPANY
Category	E09. Use of Social Data & Insight
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
Ahmet Terzioglu	Tribal Worldwide Istanbul	Creative Group Head
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

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.

Creative Execution

The most powerful data is created momentarily through people because it’s real, it’s real-time and its change can be observed transparently by everyone without any gimmicks. Instead of creating a platform ground up by using emojitracker whic uses Twitter API we have direct ability to reach milions of Twitter users and use the emoji data in their tweets.

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.

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.