GAME CHANGER

PEGASUS AIRLINES

Challenge

Pegasus Airlines had transformed its website and mobile app into user-friendly, innovative platforms, but needed to alert travellers to its position as “The Leading Digital Airline of Turkey.” Simply telling consumers this through traditional messaging would only go so far. Instead, we drove app downloads and changed brand perception by turning their marketing assets into a game.
GAME CHANGER

Solution

Research showed that our target audience’s favourite activity was playing mobile app games, so we sought a way to “gamify” our campaign, both to engage travellers, and get them to associate the Pegasus brand with digital and mobile excellence.

To accomplish this, we had to do something that had never been done before: develop an interactive one-day sponsorship of the live quiz app Hadi (a local take on the better known app-based game HQ).

Push notifications went out to more than 14 million users, enticing them to watch an online video that showed off Pegasus’ revamped digital channels.

As well as showcasing Pegasus’ new easy-to-use app and booking platform, the video also contained 15 clues. So, after viewing the video, users tried their hand at the Pegasus branded game. If they picked up on enough clues, contestants could answer questions and win a chance to be one of 50 winners of a free flight. Users who hit a snag could earn extra lives by downloading the Pegasus mobile app.

This was the first time the Hadi game was leveraged in this way, and other advertisers soon followed this innovative approach. As they say, imitation is the sincerest form of flattery.∂

Results

1 million people+ viewed the campaign video (approximately 7% of all adults in Turkey)
800,000+ people played Pegasus quiz in Hadi
29,857 people downloaded the Pegasus Mobile app, driving it to #4 in the app store and #1 in the app store trend search
SPONTANEOUS BRAND RECALL OF PEGASUS INCREASED 5 PERCENTAGE POINTS
Travellers who agreed with the statement “Pegasus is offering variety of ultimate services” jumped 9 percentage points
WHILE THE PERCENTAGE OF THOSE AGREEING “PEGASUS MOBILE APP IS EASY TO USE” ROSE 6 POINTS.

You may also like...

We'd love to discuss how we can help you accelerate your business growth

Get in touch