Background
Turkish Airlines, the first national airline company of Turkey, was founded in 1933, and has taken its passengers to 200 countries throughout a history of 80 years. In July 2012, it was named "the Best Airline in Europe" for the second time.
The company wanted to further its reputation as a dynamic brand by establishing itself among consumers in the digital world. It chose InMobi to help them achieve this.
Strategy
The aim was to integrate the offline and online – and subsequently the physical and digital worlds. It was decided that the airline would deploy the technological capacity of InMobi to its full extent by using QR codes as trigger points.
Together the teams decided to launch a highly integrated multi-media campaign that included a variety of platforms, including out-of-home digital signage, mobile, social media and print.
To build awareness of the campaign, as well as the brand presence of Turkish Airlines, mobile was chosen to play a key role due its ubiquitous nature and integral role in consumers’ everyday lives.
Thus, the Turkish Airlines QR Flags initiative was born: a campaign that leveraged a unique use of QR codes and a simple gamification model in order to create engagement among participants.
Implementation
The campaign ran throughout the Olympics, with users required to scan a series of specially created QR code-enabled flag designs on bus stops around London. This encouraged people to join a scavenger hunt to find as many as they could on their travels, in order to win related travel prizes.
In order to keep interest high and encourage people to keep searching, the airline also set up a mobile site so that users could see the nearest QR flag location as well as their personal check-in data.
The QR code format worked perfectly for this initiative and was placed at the core of the programme. Rather than retrospectively applying QR codes to the campaign, they were considered from the beginning to be integral to the overall programme. By making the design of the QR code an intrinsic element they were invaluable to its overall success.
Results
As a mobile campaign which combined both the online and offline user experience, the project was ultimately able to help bolster brand awareness for Turkish Airlines and improve its perception by driving over 20,000 referrals to the mobile site from InMobi mobile ads.
In addition, once a user clicked through to the site, the average time spent on the page was 1 minute. In a highly competitive market, this was a high dwell time which was above the norm for around 75% of industries, including the travel sector (according to MediaMind's “Global Benchmarks Report H1 2012,” Aug 2012).
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