BATMAN V SUPERMAN: FLY TO GOTHAM / FLY TO METROPOLIS
| Title | BATMAN V SUPERMAN: FLY TO GOTHAM / FLY TO METROPOLIS |
| Brand | TURKISH AIRLINES |
| Product/Service | TURKISH AIRLINES |
| Category |
B10. Sponsorship & Partnership |
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Entrant
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CRISPIN PORTER & BOGUSKY London, UNITED KINGDOM
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Idea Creation
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CRISPIN PORTER & BOGUSKY London, UNITED KINGDOM
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PR
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CRISPIN PORTER & BOGUSKY London, UNITED KINGDOM
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Production
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CRISPIN PORTER & BOGUSKY London, UNITED KINGDOM
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Production 2
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SOMESUCH London, UNITED KINGDOM
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Production 3
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ELASTIC Santa Monica, USA
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Additional Company
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SPACE66 London, UNITED KINGDOM
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Additional Company 2
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TURKISH AIRLINES Istanbul, TURKEY
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Additional Company 3
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TIME OUT London, UNITED KINGDOM
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Credits
| 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 |
| Irem Onel |
Crispin Porter + Bogusky |
Account Manager |
| Trudi Harris |
Crispin Porter + Bogusky |
PR Director |
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.
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.
The Situation
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, to actually fully engage fans, getting them onboard and sharing the relevant content we created to add to the movie experience.
http://entryjet.com/turkish-bvs-wb/
The Strategy
The audience for Turkish Airlines is as global as their network, and defined by an attitude: they are culturally curious, open to new ideas, such as this one. Our PR strategy was to fully focus on the ‘believability’ that as the airline that flies to more countries than any other, Turkish Airlines might very well have new routes to Gotham and Metropolis. We built a full backstory that supported the TV ads and prints, so that curious fans would experience the excitement of these new routes to the max. From the development of a dedicated ticket-booking online site, the visa application process, to Time Out city guides available on Amazon and at book-sellers, we set out to create a reason for fans to want to share the story– and a campaign that was kooky enough that it would tick the media’s need need for that ‘never been done before' element.