Cannes Lions

PRIVATE PENSION INSURANCE

CARAT TURKEY, Istanbul / ANADOLU HAYAT EMEKLILIK / 2009

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Overview

Entries

Credits

Overview

Execution

A truly unconventional media-first, the realisation of the execution was tough: The Aviation Regulations had been checked, but against all odds, Pegasus Airlines was fascinated with the innovative idea and lending support to the campaign.

After the pre-take off safety announcement, a cabin crew would read the following message “You are safe on board now, but how do you think your future will become?” whilst a specially designed leaflet 'future planning guide' – that replicates an airline safety on board leaflet was distributed throughout the cabin.

The leaflet provides product information together with a call to action coupon to allow passengers to receive further details. Filled in coupons were then collected by the cabin crew. The start of the campaign coincided with a national holiday, while many of our target audience would have taken a flight to their holiday destinations.

Outcome

It was a Media first to use a Cabin announcement system and has led the way for others to follow.

200,000 leaflets were distributed on domestic flights to 16 different cities, generating nation-wide coverage.

8,200 coupons were collected and sent to the client as a new potential customer data base. We achieved a 70% cost advantage in comparison to followers of this new communication channel.

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