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1. Awards for Excellence in Social Media 2014
Most Creative Campaign by Airline
FinalistEntries

2. Awards for Excellence in Social Media 2014
Most Creative Campaign by Airline
Finalist

3. Cathay&Pacific&Airways&North&America&
Noodles&of&Asia&&
Campaign&Overview&
March&20th&>&April&19th&2013&
&

4. Why&Noodles&&
Campaign(objec.ves:(
&
1. To&celebrate&‘NaGonal&Noodle&Month’&and&tout&CX&as&the&airline&with&the&best&product/service/food&in&the&sky&AND&on&the&
ground&
2. To&liM&brand&awareness&across&all&CX&North&America&social&media&channels&–&primarily&to&grow&traffic&on&Facebook&and&
Pinterest&&
3. To&showcase&Cathay&Pacific’s&network&in&Asia&via&engaging&content&from&contest&entries&to&celebrity&chef&videos&about&noodles&
4. To&increase&our&email&database&&
5. To&share&our&love&of&noodles&with&our&fans&&
&
Noodles&play&a&major&role&at&Cathay&Pacific&
Airways.&Not&only&do&we&serve&them&in&our&
signature&bars&within&lounges&across&the&
world,&we&also&serve&noodle&dishes&and&our&
own&branded&cup&noodles&in>flight.&&It&is&
hands>down&one&of&the&most&popular&food&
items&posted&on&our&social&channels.&&
&
&
To&celebrate&NaGonal&Noodle&Month&and&
tout&Cathay&Pacific&as&the&airline&with&best&
gourmet&meals&in&the&sky,&we&thought&it&
would&be&a&fiWng&opportunity&to&put&a&
spotlight&on&our&fan&favorite&food&and&
create&a&fun&social&interacGve&campaign&
around&it.&

5. #CXNoodles&Teaser&and&Announcement&
Contest((Idea(and(Timeline(
&
1. For&the&contest,&we&executed&a&UGC&campaign,&in&which&parGcipants&submied&their&own&Asian&inspired&noodle&recipe&on&
Facebook&&&Pinterest&for&a&chance&to&win&a&pair&of&Premium&Economy&Gckets&to&Hong&Kong&and&get&their&recipe&featured&in>flight.&
2. To&create&buzz&around&the&contest,&we&recruited&celebrity&chef&MarGn&Yan,&Top&Chef&Sang&Yoon&and&renowned&Canadian&food&
blogger&Mijune&Pak&to&be&guest&judges&for&the&campaign.&
3. At&the&beginning&of&March,&we&posted&content&such&as&favorite&noodle&recipes&from&cabin&crew,&&our&lounge&noodles&as&well&as&a&
teaser&post&from&Chef&MarGn&Yan&&to&get&people&excited&about&the&upcoming&contest&
4. Different&from&other&contests&we&did&before,&we&announced&the&contest&on&YouTube&(&link&here)&and&distributed&the&launch&video&
across&all&our&social&channels&&

6. Sustaining&Contest&Momentum&with&Content&&
Contest(Promo.onal(Tac.cs:(
&
1. Throughout&the&contest,&we&featured&a&variety&of&content&from&recipe&entries,&blogger&recipes&to&staff&cook>off&etc,&leveraging&
mouthwatering&noodle&images&to&enGce&people&to&enter&the&compeGGon&&
2. We&also&hosted&mini&contests&on&Twier&such&as&cookbook&and&branded&chopsGck&giveaways&to&build&hype&around&the&contest&
3. Midway&through,&we&produced&another&video&of&celebrity&chef&Sang&Yoon&(&see&here)&,&promoGng&the&contest&and&cooking&a&noodle&dish&
4. In&the&end,&we&successfully&aggregated&content&from&mulGple&sources&which&kept&people&engaged&and&excited&about&the&contest.&
&

7. Judging&Event&&
Judging(Event((
&
1. AMer&receiving&a&total&of&953&entries,&we&brought&all&of&guest&judges&together&at&M.Y.&China&restaurant&in&San&Francisco&to&judge&our&finalist&&
entries&
2. We&leveraged&Instagram/&Facebook&and&Twier&to&live&broadcast&the&judging&event&
3. We&documented&the&enGre&event&via&YouTube&for&those&who’d&like&see&the&enGre&process&(&link&here)&&

8. Our&Recipe&of&Success&&
(
Our&Final&Campaign&Stats&
&
1. (A&total&of&953&Entries&&(Best&performing&campaign&our&vendor&had&seen&that&required&recipe&creaGon)&
2. &173%&Growth&in&Followers&on&Pinterest&Noodle&Board&and&153%&Growth&in&Followers&on&Pinterest&Page&overall&
3. Over&10k&YouTube&views&during&contest&month&&
4. 8%&increase&in&Facebook&Fans&
5. 10%&&increase&in&eNew&subscribers&
6. A&lot&of&great&UGC&content&which&spread&virally&and&promoted&the&Cathay&Pacific&brand&via&all&social&channels&
&

9. Awards for Excellence in Social Media 2014
Most Creative Campaign by Airline
Finalist

10. SimpliFlying Awards - Most Creative Campaign by Airline
#SFAwards14
Presentation Pitch: Condor Coffee Sleeve Campaign

11. 2
Condor North America - Background
#SFAwards14 / July 1, 2014 / CHI HL/M
© Condor Flugdienst GmbH 2012. Alle Rechte vorbehalten, auch bzgl. jeder Verwertung, Bearbeitung & Weitergabe.
Frankfurt based Condor Airlines is Germany’s most well-known sun & beach
focused leisure carrier. Each year, approximately 7 million passengers fly
with Condor Airlines to roughly 75 destinations worldwide. Since 2013,
Condor is part of the Thomas Cook Group Airlines to which the Thomas
Cook Airlines UK, Thomas Cook Airlines Belgium and Thomas Cook Airlines
Scandinavia also belong.
Condor is permanently looking for new ways to
engage with customers and to establish relationships
with our fans and passengers.
Crossing Social Media with traditional or innovative
marketing tools is one of our key marketing
strategies.

12. 3
Condor Coffee Sleeve Campaign
#SFAwards14 / July 1, 2014 / CHI HL/M
© Condor Flugdienst GmbH 2012. Alle Rechte vorbehalten, auch bzgl. jeder Verwertung, Bearbeitung & Weitergabe.
Launch of Coffee Sleeve Campaign with the following objectives:
Promote the new Condor Twitter Account in North America (Condor North America joined
Twitter on October 25, 2013)
Inform customers/coffee drinker about the Seattle-Frankfurt Service
Engage/ build relationship with our fans and customers
Campaign ran from February 1, 2014 – March 15, 2014
Users were asked to tweet their #CondorDreamDestination to @Condor_America for a
chance to win a $500 Condor gift card.

13. 4
#SFAwards14 / July 1, 2014 / CHI HL/M
© Condor Flugdienst GmbH 2012. Alle Rechte vorbehalten, auch bzgl. jeder Verwertung, Bearbeitung & Weitergabe.
Condor Coffee Sleeve Campaign
Distribution of 60,000 @Condor_America branded
coffee sleeves to coffee shops in the Seattle area.
Emphasis on college and university campuses.
Condor market research showed that students and
young adults are one of Condor’s key growth
opportunities in North America.
Students appreciate Condor’s inexpensive one-way
fares from/to SEA.
Campaign includes one free coffee event at the coffee
shop “Local Color” right across from Pike Market in the
heart of Seattle.
Condor employees invited passersby to a free cup of
coffee – of course featuring a branded sleeve.

14. 5
#SFAwards14 / July 1, 2014 / CHI HL/M
© Condor Flugdienst GmbH 2012. Alle Rechte vorbehalten, auch bzgl. jeder Verwertung, Bearbeitung & Weitergabe.
Condor Coffee Sleeve Campaign

15. 6
#SFAwards14 / July 1, 2014 / CHI HL/M
© Condor Flugdienst GmbH 2012. Alle Rechte vorbehalten, auch bzgl. jeder Verwertung, Bearbeitung & Weitergabe.
Condor Coffee Sleeve Campaign
The results were great:
Among positive feedback and tweets from customers and users we
were able to gain more than 70 new followers and more than 100
tweets, replies and retweets on our back then still very young Twitter
Account in North America.
Example tweets:
https://twitter.com/Condor_America/status/439437988787781632
https://twitter.com/Condor_America/status/439435043245531136
https://twitter.com/JustKasi/status/439462831226761218
https://twitter.com/Condor_America/status/430835837417189376
https://twitter.com/Condor_America/status/447057646210666496

16. 7
#SFAwards14 / July 1, 2014 / CHI HL/M
© Condor Flugdienst GmbH 2012. Alle Rechte vorbehalten, auch bzgl. jeder Verwertung, Bearbeitung & Weitergabe.
Thank you!

17. Awards for Excellence in Social Media 2014
Most Creative Campaign by Airline
Finalist

18. Turkish Airlines
Most Creative Campaign by Airline
SimpliFlying Awards 2014 Presentation Pitch

19. Kobe vs. Messi: The Selfie Shootout

20. Kobe vs. Messi: The Selfie Shootout
In December 2013, we had two messages which we wanted to convey to a massive audience across the
globe: the launch of our new motto Widen Your World, and the fact that Turkish Airlines had become the
airline which flies to the most countries in the world.
To this end, we decided to put together our brand ambassadors Kobe Bryant and Lionel Messi with a rising
trend and Oxford’s word of the year: the selfie. The purpose was to have them feature in a sequel to our
original Kobe vs. Messi: Legends on Board video in which they would utilize the popularity of the selfie to
create the buzz needed for a launch on a scale which would surpass the previous video.
As we hoped, two superstars engaged in an epic selfie battle on YouTube, traveling the world using our
extensive network to get ahead of one another turned out to be the perfect recipe for getting our messages
across on social media, reaching unprecedented heights in a remarkably short time.
The film was supported by two interactive projects, the Tripadvisor Ultimate Travel Photo wall and our
Selfshot mobile app, which allowed users to take part in the action.

21. Kobe vs. Messi: The Selfie Shootout
• The video reached 105 million views in 9 days and
900,000 social shares, with 55%+ more likes and
comments than the original.
• It was featured on more than 2,000 international blogs.
• The Selfie Shootout was YouTube’s most watched ad on
YouTube in 2013 and the fastest spreading commercial
in the history of YouTube.
• Overall brand awareness increased 9 points as a result
of the campaign.
• YouTube search increased 209%+ and. global brand
uplift on Google 16%+
• The Selfshot app was downloaded 73.902 times, and
the content created by users for the contest reached an
estimated 4.2 million people.
• Millions of Tripadvisor users were reached with the
Ultimate Travel Photo Wall, generating over ten
thousand submissions.

22. Thank you.

23. Awards for Excellence in Social Media 2014
Most Creative Campaign by Airline
Finalist

25. Starting point campaign
• Transavia.com wanted to create a social media
activation to involve their fans with their brand on
a high level.
• Transavia.com wanted a campaign which
represents their brand values; enthusiastic,
involved, sincere
• Transavia.com wanted to create an extraordinary
travel experience to reward the loyalty of their
fans.
• Transavia.com wanted to create a campaign with
such impact that it would rapidly increase
interaction with their fans; a big bang strategy.

26. The Fanflight was born
We arranged a plane, the rest was up to our fans

27. What did we do?
• On the 17th of October 2013 we arranged a plane
on Rotterdam The Hague Airport, ready to take
180 fans on the trip of their dreams.
• A partnership with 538, the largest radiostation of
The Netherlands, was made to increase
mediavalue and impact.
• A platform for the Facebookpages of
transavia.com and 538 was created. Here the fans
were given the chance to vote each week on a
different element to create their dream trip. After
four weeks, the ultimate Fanflight was born.

28. Results
1. 3.000.000 people has reached by social media + 28.798 new fans added the
transavia.com Facebook page
2. 84.567 unique visitors on the platform
3. 17.323 choices were made on the platform en 4.720 choices wre made on the
Facebook timeline and 43.628 text messages were sent to the Radio station 538
4. A amazing experience for the transavia.com fans
Case video:
https://www.youtube.com/watch?v=tQLn6QNgpuM
Design application:
http://www.dorstenlesser.nl/campagnes/fanflight/

29. Awards for Excellence in Social Media 2014
Most Creative Campaign by Airline
Finalist

30. /goindigo.in /IndiGo6E /thisisIndiGoAirline
#6Econnection
Campaign Case-Study

31. Campaign Objective
The objective was to emphasize
on the fact that there's no long
distance that IndiGo can’t
conquer. Hence, the task was
to launch a campaign to reunite
some lucky couples on
the Valentines day.
Idea
The idea was to invite people to
tweet a fun, romantic or creative
message for their faraway
Valentine. This can be a poem or
a picture collage or even a link to
a video message. The best
tweets will win a free flight each
to go see their Valentine. And,
as a little added incentive, we're
offering Rs.1000 discount
vouchers to anyone who does
something sweet for their
Valentine.
Execution
The campaign build up started with some teaser
posts on facebook & twitter a week before
Valentines day. The main campaign started was
scheduled for 2 days (11th & 12th February).
Participants were required to send us there
stories in 140 characters using #6EConnection in
their tweets. Through this 2 day-long campaign,
IndiGo aimed to find the most creative long
distance couple who deserved to be re-united on
the Valentines day.
At the end of the campaign on 13th Feb, the best
entry was shortlisted and the arrangements were
made by IndiGo to re-unite the winner with her
partner on Valentine’s Day. Also, IndiGo
shortlisted 5 best stories every hour & gratified
them with an IndiGo travel voucher worth Rs.1000.
The Twitter contest was also cross-promoted on
IndiGo’s Facebook page to reach out to all our
fans & increase the conversations on twitter.

32. #6Econnection on Social:

33. #6Econnection: Winner story
Meghna Baruah and Mark Rodricks met at a football match in Delhi 3 years ago. Mark
is a football coach in Pune and Meghna works in Delhi.
We connected the couple and flew Meghna to Pune to spend time with her valentine.
Meghna’s reaction on Twitter

34. Meghna’s reaction on Twitter

35. #6Econnection: Impact
Source: Unmetric & Hashtracking

36. Thank You!
/goindigo.in /IndiGo6E /thisisIndiGoAirline

37. Awards for Excellence in Social Media 2014
Most Creative Campaign by Airline
Finalist

38. Southwest)Airlines’)Plane)
Palooza)Campaign)
2014%Simpliflying%Award%Entry%
Most%Crea;ve%Social%Media%Campaign%

39. Campaign%Objec;ves%
• The%Plane%Palooza%Campaign%was%designed%to%engage%with%our%fans%in%a%
fun%way%during%a%culturally%relevant%event%–%March%Madness!%
• The%objec;ve%of%the%campaign%was%s;mulate%engagement%%among%our%
Facebook%fan%base.%%%
• The%campaign%simulated%the%tradi;onal%March%Madness%bracket%by%pairing%
Southwest%Airlines’%specialty%aircraM%%into%a%“voteOoff.”%
• Fans%voted%for%their%favorite%specialty%aircraM%by%‘liking’%or%‘sharing’%the%
Facebook%post.%The%winner%of%each%match%up%moved%on%the%next%round%
un;l%the%winner%was%revealed.%%

40. Plane%Palooza!!!%
Round%1% Round%2%
Round%6%Round%5%Round%4%
Round%3%

41. Campaign%Results%
• Lone%Star%One%was%the%winner%of%
Plane%Palooza!%
• The%campaign%was%huge%success%
among%our%fans,%and%ranks%as%one%
of%our%top%performing%campaigns%
to%date.%%
• Combined,%the%content%generated%
a%total%5,222%comments,%53,718%
likes,%and%31,850%shares…plus%a%lot%
of%excitement%and%enthusiasm%
among%sports%fans,%avia;on%geeks,%
and%general%Southwest%Airlines%
enthusiasts%!%

42. Awards for Excellence in Social Media 2014
Most Creative Campaign by Airline
Finalist

43. Are you ready to get a Philippine
flight promo code that only appears
when it rains?

44. MONSOON SALE
Potential travelers were redirected to The
Monsoon Sale page, which led to the Cebu
Pacific Air website. They could book flights
to the Philippines’ island getaways, like
Boracay, Cebu or Palawan.

45. RESULTS
For the months of April and June, when we did
the It’s Sunny in the Philippines campaign,
www.cebupacificair.com bookings from Hong
Kong grew by 42% and 28% respectively.

46. RESULTS
We also got to share Cebu Pacific’s brand of fun, and the Philippines’ sunny
destinations to the world.

48. Awards for Excellence in Social Media 2014
So, which do you like best?
VOTE NOW!