Changing the perception of energy management
A positive outlook to attract the city’s explorers.
VIVA set out to raise positive brand awareness of Turkish Airlines, particularly in the Midlands, using the @UKTurkish twitter handle.
Flying to over 250 destinations, Turkish Airlines is one of the largest carriers in the world, offering an array of experiences to travellers all across the globe. Despite such a lucrative offering, they struggled to attract engagement through their UK Twitter channel. And so the aim of our partnership was ultimately to improve this. To capture the essence of their ethos and digitally connect with native explorers in the city. Raising their profile locally as well as improving their online presence.
In a bid to gain followers and to increase engagement, a Twitter treasure Hunt was launched. Inviting people to follow them on twitter and to solve the clues being tweeted about Turkish Airlines’ destinations.
The first letters of each clue could then be taken and rearranged to reveal secret locations in Birmingham. With the first user to arrive at each designated point winning a pair of return flight tickets to any Turkish Airlines destination.
The ultimate objective was to establish temporary brand ambassadors who could tell their winning stories and highlight how Turkish Airlines helped to widen their world. The insight process began with a look into previous twitter activity, along with a look at the awareness strategy to build up campaign momentum.
Before the campaign began, the twitter following stood at 372 – a low figure for a global brand with an even lower level of engagement.
Due to the lack of content, the majority of tweets to @UKTurkish were related to service issues and generally sharing negative experiences with the brand – an issue that was also unmanaged. It became apparent that the use of this social stream needed addressing.
It was decided that by publishing relevant and up to date content and showing a real-time team presence, positive follower engagement should follow, leading to overall awareness growth. The mission was to enhance the Turkish Airlines brand through twitter, to highlight the vast number of destinations the airline flies to and ultimately make people choose Turkish Airlines to travel with. Through this fresh approach to genuine content, a shift from negative experiences could be achieved with people wanting to share their best moments with the airline.
Gaining the support of key influencers was a high priority in order to excel the campaign and achieve a strong level of engagement. Local media and publications were used to leverage outreach alongside key brand partnerships with AVFC, Trinity Mirror and local Business Networks.
“THE @UKTURKISH TREASURE HUNT FOR TICKETS HIDDEN IN BRUM IS HOTTING UP. HURRY UP & FOLLOW TO CATCH UP TONIGHT’S HUNT – JUST DON’T BEAT US”
@OUTINBRUM (2,199 followers)
These elements went on to communicate the campaign through newspaper press advertisements, shopping centre screens, Aston Villa match day advertising and Twitter/Facebook branding.
Headline sponsorship (to the value of £10k) was also acquired for the Birmingham Future ‘Birmingham Leaders Event’. This was a highly prestigious evening, with Sir Clive Woodward in attendance, bringing together the city’s most influential individuals in business and economy.
A pair of business class Turkish Airlines tickets were presented as a competition prize on the night and as a result of the event, a large following was acquired from many high profile business figures.
“WIDEN YOUR WORLD! TURKISH AIRLINES ARE GIVING AWAY SEVEN PAIRS OF TICKETS TO ANYWHERE IN THE WORLD. FOLLOW @UKTURKISH TO GET INVOLVED #AVFC”
@AVFCOFFICIAL (444,538 followers)
The locations chosen for the hunt were popular places spread across the city. Clues were unveiled at different times to give different groups of people the chance to participate.
Each round was observed taking into account the degree of interaction, the difficulty and success as indicators for the following round.
People sprinted to reach destinations, interacted with the clues on twitter and took part in the hunt multiple times. As the campaign went on, a strategy was devised to engage with followers in between hunt sessions. Generating excitement for others to take notice as well as asking where people would like to go with the prize tickets and whom they would take with them.
Posting pictures of the winners and tagging their personal accounts proved to be a great way to drum up interest. Varying the timing of the clues also helped to keep followers on their toes. Popular Birmingham brands and individuals were targeted and responded with retweets and mentions. Again, this provoked a higher level of activity, with followers running through the city to find the locations.
An unexpected bonus occurred when one winner turned out to be a very well known airline blogger. This is something that Turkish Airlines were able to leverage by tapping into his travel-savvy audience. Another winner made the most of his trip, travelling to the far east with his partner Becky.
The Twitter treasure hunt increased the @UKTurkish following instantly, engagement changed dramatically and the campaign became the talk of Birmingham. Most importantly, it gave Turkish Airlines a great start on which to build. Maintaining a positive communications plan and continuing to grow a happy following.