Turkish Airlines developed 2 viral online videos -Legends on Board and Selfie Shootout- to boost brand awareness. A critical KPI was the number of shares and likes on social media. The key questions are: 1.) Which video will be most effective? 2.) How can you further optimize the video?

1. 4/30/2015
Turkish Airlines Case Study
Facial Coding Report
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2. Case Turkish Airlines
Turkish Airlines developed 2 viral online videos -Legends on Board and Selfie Shootout- to boost brand
awareness. A critical KPI was the number of shares and likes on social media. The key questions are:
1) Which video will be most effective?
2) How can you further optimize the video?
Whether a person will share or like an online video via social media dependents on their emotional
connection with the video. EyeSee measured this emotional connection via online facial coding. This
method maps emotions through facial expressions obtained via webcams.
It is a fast, cost effective and scalable method to measure emotions without explicit questioning.
The study indicated that Legends on Board as the clear winner:
• Legends on Board evokes a) 20% more emotions, 2) and hooked the persons 11% faster
• Legends on Board is very well build up and most emotions is show during the key scene
• Selfie Shootout needs to be revised in the interval of 27sec and 45sec, as emotion drops.
Background
and issue
Solution
Main findings
The social media stats supported our findings that Legends on board would perform best
• Legends on Board was shared on social media 2 times more than Selfie Shootout
• Even more each 80th viewer shared Legends on Board while each 200rd viewer shared the Selfie
Shootout
End results

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Report

4. Turkish Airlines ads – Kobe and Messi
Legends on Board Selfie Shootout
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5. Maximizing TV Commercial impact
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Brand &
message
association
Emotional
engagement
Increased
impact
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6. Facial coding: scalable and cost effective measurement of emotions
Facial coding measures emotions through facial expressions. Respondents are exposed to stimuli and
7 expressions are detected by algorithms: happiness, surprised, puzzled, disgusted, afraid, sad and
neutral.
The emotions are categorized into positive negative and neutral emotion.
The main advantages of facial coding are: (1) it is not based on stated behavior (cf. surveys), (2) cost
effective, fast and scalable (N>50) (cf. fMRI or EEG) and (3) second by second analysis
EyeSee: experience + unique technology = actionable insights
Experience
Unique technology
Actionable insights
EyeSee is working for marketing and market research VPs of leading brands and our team exists
out of former consultants at big MR firms.
We have a unique technology to track peoples’ eyes and facial expressions with their laptops
and webcams at home, resulting in fast and cost effective insights.
EyeSee is revolutionizing the market research industry. We focus on actionable insights and
improved marketing communication impact.
Why facial coding? Why EyeSee?
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7. EyeSee provides both ET and FC insights
Video of
respondents
during Facial
Coding
session
Eye Tracking
results – Live
heatmap
shows what
respondents
see while
looking in
screen
Graphical
output of
recorded
emotions
during facial
coding
session
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8. Facial coding: how to analyze
Evaluate the video on 3 KPIs:
• 1st sign.: How fast do you engage the consumer?
• Average emotion: How much emotion does the video evoke?
• Highest emotion: What is the ‘emotional peak’?
+ quant survey or eye tracking
Depending on scenes:
• Is your main message shown on a peak?
• Which scenes add (positive) emotion?
• Which scenes decrease (positive) emotion?
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9. How it works:
online with standard webcams and laptops
Step 1:
Upload stimuli
Step 2:
Recruiting respondents
Step 3:
Testing remotely
Step 4:
Analysis and reporting
We upload your stimuli
and program a webcam
based eye tracking
survey.
Respondents are
recruited to complete a
survey with their PC &
webcam at home
The stimuli is exposed
while eyes and facial
expressions are
tracked. A survey is
filled out in the end
Output is a report
with detailed findings
and
recommendations.

10. Do Kobe & Messi generate emotional engagement?
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11. Legends on Board: Positive impact scenes
30.0
35.0
40.0
45.0
50.0
55.0
60.0
65.0
70.0
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61
Positive
emotion
Neutral (50)
Negative
emotion
second
The first significant increase in mood shows at sec17 –when the competition between Kobe and Messi becomes clear.
Throughout the ad one can notice how emotions increase gradually and achieves its highlight when the kid smiles with Messi's creation of
an outstanding card pyramid. The mood peaks during the key message of Turkish Airlines occur due to the sudden change in plot – the
unbeatable ice cream offering.
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12. Legends on Board: Scenes
Scene Mood Description
0-17s 51 Description: the child enters the plane cabin and notices Messi and Kobe
There is a slight increase in emotions when Messi appears for the first time in the TV commercial.
At second 6, the smile of Messi increases the emotion, and when he smiles (6th second) there is
a considerable increase of emotion. The impact of the Kobe’s appearance is neutral, because it
increases positive emotions only for a part of the respondents, while the other shows confusion.
17s – 26s 58 Scene: the competition of attracting the child's attention
When Messi tries to attract again the attention, everybody understands the contest between
Kobe and Messi. This results in an increased happiness and decreased confusion. There is a small
drop in mood at second 21, but it increases again when the child starts to smile.
26s – 42s 61 Scene: the competition of attracting the child's attention with unrelated activities
Kobe tries to win the child's attention again with a house of cards. However this results in a
decrease of mood –one of the reasons could be that building card houses has nothing to do with
their sport skills. However emotions are raised again when Messi show casts an unrealistic
fortress of cards. The following activities have limited impact on the status of mood.
42s – 50s 64 Scene: Turkish Airlines stewardess comes with an unbeatable offer!
She is kindly offering a cup of ice cream to the boy. He is delighted, throws the ball away and
grabs the ice cream. This results in an increase in mood and a peak of positive emotions.
50s–61s 61 Scene: Turkish Airlines logo with commercial message
There is an decrease in mood during the commercial message.
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13. Turkish airlines: Selfie Shootout
30.0
35.0
40.0
45.0
50.0
55.0
60.0
65.0
70.0
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61
Positive
emotion
Neutral (50)
Negative
emotion
second
We can find the first significant mood rise is at second 19 –when the Lion licks Kobe's expressive face. This It indicates that the previous
scene is not clear enough (cf. shark). There is a decrease of emotion during the scenes in the mountains and Hollywood, but increases
again when Messi takes a selfie and finds Kobe photobombing his picture.
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14. Selfie Shootout: Scenes
0-14s 50 Scene: Messi and Kobe are starting a selfie battle
Respondents during the first segment of this ad are neutral. They are getting introduced to Messi
and Kobe’s selfie battle. First ,Messi takes a selfie in Moscow, and Kobe in Beijing.
15s – 21s 53 Scene: the competition is heating up, underwater selfies
Messi takes the challenge to the next level, while catching a plane to Maldives. During this scene
ofthe ad, there is an improvement in the respondent’s mood because of the beautiful nature and
the competition between sport stars becomes more clear.
22s – 25s 60 Scene: The competition is at its peak
However, the real peak is when the Lion licks Kobe’s expressive face. This indicates that the shark
scene is not clear enough or impressive enough. This scene evokes more emotions.
22s – 41s 55 Scenes: mountain and flying selfies + Messiwood
Messi is climbing on the mountain, Kobe is paragliding. Messi tries to score a victory by taking a
“Messiwood” picture. However, non of these scenes have the same impact as the lion which
indicates that better scenes could have been selected or set up.
44s – 51s 59 Scene: Kobe’s victory!
Messi is taking selfie with Haghia Sophia in the background, when suddenly Kobe jumps
into the scene. Messi is confused. The mood level is high, but there could be a missed
opportunity to let emotions peak with better interaction between Kobe and Messi.
51s–61s 56 Scene: Turkish Airlines logo with commercial message
There is a decrease in mood during the commercial message, but it’s still above the average.
Scene Mood Description
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15. Legends on Board vs. Selfie Shootout : KPI comparison
57.7
64.5
55.1
61.3
30
35
40
45
50
55
60
65
70
Average engagement Highest engagement
Legends on Board Selfie Shootout
• The first engagement scene in
Legends on Boards starts at the
17th second and increases the
mood to 5.8 points
• The first notable engagement
scene in Selfie Shootout starts at
the 19th second and brings mood
up from 52.6 to 55.6 points.
• The highest engagement in the
Selfie Shootout ad is shown at the
middle of the ad (27th second) and
peaks are shown again at the end
of the ad (48th second).
• On the other hand, the highest
engagement peak in Legends on
Board is at the 50th second, but
there is also a similar engagement
with a few more scenes, which is
not the case with the Selfie
Shootout ad.
52.6 52.6
5.8
3.0
58.4
55.6
First scene impact
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16. The Legends on Board ad is performing better than the Selfie Shootout ad:
• Legends on Board (average 58) has in general with a stronger emotional engagement respondents, than Selfie Shootout (average 55)
• The first emotional uplift occurs earlier in Legends on Board (sec 17) than in Selfie Shootout (sec 19)
• The peak is much higher at the in Legends on Board (64) vs. Selfie Shootout (61)
Legends on Board vs. Selfie Shootout
40.0
45.0
50.0
55.0
60.0
65.0
70.0
1 6 11 16 21 26 31 36 41 46 51 56 61
Selfie
Shootout
Legends on
Board
Positive
emotion
Neutral (50)
Negative
emotion
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17. Emotion-triggers scenes
Legends
on
Board
Winning- scene! This intimate moment between the big cat and the famous NBA player
brought very positive engagement of our respondents.
Selfie
Shootout
7.sec 10.sec 17.sec 23.sec 28.sec
52.2 52.1 52.6 58.3 58.4Mood
Time
3.sec 10.Sec 16.sec 19.sec 24.sec
50.6 48.6 52.1 52.6 61.3Mood
Time
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18. Emotion-triggers scenes
Legends
on
Board
Selfie
Shootout
Kobe`s big smile brings skyrocketing value of
happiness to viewers
Kobe strikes again! This funny scene definitely
puts a smile on our respondents faces.
34.sec 37.Sec 40.Sec 50.sec 59.sec
57.4 62.3 60.3 64.5 60.6Mood
Time
26.sec 31.Sec 36.sec 46.sec 53.sec
60.7 58.2 55.2 60.1 56.4Mood
Time
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19. Social media stats about the viral videos
1,294,029
44,337 496
652,970
27,305 69
0
400,000
800,000
1,200,000
1,600,000
Facebook Twitter Blogs
Social media shares
Legends on Board
Selfie Shootout
Release date: Legends on Board: 06.12 2012 - Selfie: 03.12.2013
Even with less YouTube views, the Legends on Board ad was shared twice as much as the Selfie Shootout ad. LoB was shared once per each
81 views, while the Selfie was shared once per 200 views.
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20. Conclusions
• Legends on Board:
• Constant growth of emotional engagement
• Builds a strong relationship with viewers from
the very beginning until the end of the ad.
• Succeeds to emotionally engage viewers, which is
possibly the main reason for great share/view ratio on YouTube.
• Selfie Shootout:
• Two scenes arose very high, positive emotional engagement
• Although it has a solid emotional engagement trend, this ad didn’t
succeed to maintain high positive engagement throughout the video
• Comparison:
• With constant and continuous building of emotional engagement throughout entire ad, Legends on Board established a
stronger relationship with viewers, which results in a superior social network performance (when compared to Selfie
Shootout)
• Despite the fact that Selfie Shootout has recorded about 27% more views on YouTube, Legends on Board was shared
twice as much as Selfie Shootout!
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21. Contact EyeSee to find out!
For all questions please contact info@eyesee-research.com
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