Turkish Airlines - Kobe vs Messi: The Selfie Shootout

Brief

Turkish Airlines came to us with a huge ambition, to be the number 1 passenger airline. This was a challenge since they lacked credibility outside of Turkey. So to demonstrate their greatest feature “flying to more countries than any other airline” we created a culturally relevant campaign, the ‘Kobe vs. Messi: The Selfie Shootout’.

Solution

We challenged two of the most famous sports stars on the planet - Kobe Bryant and Lionel Messi to partake in a cultural phenomenon that spanned the globe. Their task was outdo each other by taking a ‘selfie’ in amazing destinations across the Turkish Airlines network.

Results

  • Brand awareness increased 9 points after campaign launch
  • Turkish Airlines are on track to become the world’s #1 passenger airline by 2023.

150+ million
Views
20%
Passenger growth up in the first quarter after campaign launch
Most viewed
YouTube ad of all time
Most liked
YouTube ad of all time
Ad of the Decade
YouTube

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Turkish Airlines - Kobe vs Messi: The Selfie Shootout

The most viewed YouTube ad of all time.

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We'd love to chat

Crispin Porter Bogusky

020 3971 4242 fbrook@cpbgroup.com