The 14th Annual Shorty Award winners are here! View the full list.

THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Istanbul Airport - Chinese Friendly Airport WeChat H5 Campaign

Winner in WeChat

Objective

  1. Promote and enhance the image of iGA Istanbul Airport as Chinese Friendly Airport.
  2. Increase awareness of iGA Istanbul Airport on WeChat and social presence.
  3. Improve follower engagement on WeChat through interaction H5 Game campaign

Strategy

First of all, China is a key future market for iGA-Istanbul Airport, as iGA-Istanbul Airport is a perfect international connection hub between China and hundreds of destination in Africa and Europe. Istanbul Airport, the Gateway to The World, our primary goal is to reach more potential transit passengers in Chinese market on social media. To present and position iGA Istanbul Airport as the best option for Chinese travelers with large route network, large capacity, perfect geographical position and for sure Chinese Friendly facilities and service.

 

Considering the situation of COVID-19 pandemic and suspension of international travel, our goal was to create a campaign that enhance the position of Istanbul Airport brand awareness as 'Chinese Friendly Airport' and increase Istanbul Airport WeChat follower growth and engagement. To remind Chinese travelers top of mind to fly with Istanbul Airport once outbound traveling is resumed.

 

Therefore, we integrated this concept into a creative and integrated H5 campaign, to inspire Chinese consumers by an immersive virtual airport experience. To experience the Chinese Friendly service and airport facilities through H5 game, then users were able to understand the convenient airport service and boarding procedure at Istanbul Airport.

 

We have designed a tailor-made H5 campaign page and airport game for this campaign. While enter the H5 homepage, user will start the immersive journey with airport announcement.

 

And here’s the general game idea: The user will enter the game as a passenger who is about to fly back to China from Istanbul by himself and cannot understand English. He will experience the Chinese friendly service taken by iGA Istanbul Airport from his own perspective and will experience the Chinese speaking service, duty-free shopping, hot water service and free Wi-Fi service before boarding. He will find the whole experience very smooth and enjoyable thanks to the Chinese friendly services of Istanbul Airport. Before finally getting on the plane, he will receive a scratch card and will have the chance to win a gift provided by iGA Istanbul Airport.

 

The H5 WeChat campaign was launched on WeChat in May 2021, we successfully presented a whole boarding journey at iGA Istanbul Airport with Chinese Friendly service, to eliminate concerns and barriers of Chinese tourists who were planning to take flights via Istanbul Airport. For those people who is coming back to China through Istanbul Airport and those who are looking forward to resumption of international travel, this campaign has enhanced their confidence to enjoy the journey with Istanbul Airport. To encourage more engagements, we prepared some special giveaways prizes for users, which is also to reach more potential target audiences and create a bigger buzz on WeChat.

Results

During the campaign period, we garnered

We have implemented media buy on WeChat which has played an important role in the success of this campaign. What’s more, the creative concept and immersive experience on H5 Game have attracted and encourage sharing among users. As a new social media account in China, this WeChat campaign has helped iGA Istanbul Airport to connect with more potential target audiences and improve the overall follower profile of our WeChat account.

Media

Entrant Company / Organization Name

iGA Istanbul Airport

Link

Entry Credits