Cannes Lions

PEGASUS - THE MOST BEAUTIFUL GIFT OF THE WORLD

RAFINERI, Istanbul / PEGASUS AIRLINES / 2015

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Overview

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Overview

Description

Since 2005, we have been naming new planes joining our fleet after the newborn girls of our staff members. In 2011 we started sharing this tradition to include our guests.

As a enabler and inspiring airlines brand, we have to go beyond a simple name lottery. So we focused to children’ dreams and their one-of-a-kind perception of the world.

We decided to maximize the effect of our PR project with the new plane coming in 2015. We aimed to create bigger word of mouth and to strengthen the emotional bond with children/families with children.

We created an integrated campaign which started from a basic art competition. Our big idea is crystal clear; to take little ones’ dream holiday to the skies.

Our video has been viewed more than 4.4 million times including 332,000 times outside of Turkey. Art Competition and prize was covered in 19 local newspapers and 4 local TV channels. More than 200 websites mentioned competition. On Facebook it has received 40,073 likes and has been shared 5302 times.

Execution

We launched an art competition with the concept of “dream holiday” for 3-12 years old girls. We created a web site which families can sent their children’ drawings. In a scope of one month thousands of children drew pictures which their families then sent to us. We also distributed color pencils and paper to our little customers in our flights. The votes were cast by the girls whom our other planes are named after.

The finalists' pictures, chosen from among entries, were displayed at the airport to inspire our guests. Our new plane was coated with winner’s drawing. We created a video about whole process and rewarding ceremony.

Outcome

Art Competition and prize was covered in 19 local newspapers and 4 local TV channels. More than 200 websites mentioned competition.

Video has been viewed more than 4.4 million times including 332k time outside of Turkey.

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