Analysis Of Turkish Airlines Advertisement Campaign - Term Paper Example

Analysis Of Turkish Airlines Advertisement Campaign Table of Contents Introduction 3 Legends on Board Advertisement 3 Target Audience 5 Offer Details 7 Time of Placement 8 Advertising Channels 9 Advertising Intention 9 Perception 10 Buyer Process 10 Involvement Level 11 Marketing Mix 11 Product 11 Price 12 Placement 12 Promotion 12 Critique and Recommendations 12 Works Cited 14 Introduction Established on 20 May 1933, the Turkish Airlines is the Turkish national flag carrier airline headquartered in Istanbul, Turkey (YouTube 2006). Notably, the Turkish Airlines has been on offering effective air services since its inception. Indeed, the airline has won many awards including Skytrax 'Best Airline in Europe Award' for three years in a row and the 'Best Premium Economy Class Airline Seat award' where it is a leading European airline (YouTube 2006). The airline has been flying to the most countries across the globe where it flies to more than 240 international destinationsin 104 countries, which enhances accessibility in the world for its passengers (YouTube 2006). Subject to its prominence, the airline flies with the best in the world and has contemplated to introduce a new brandthat enhances its global reachunder the motto ‘Widen Your World’ (Turkish Airlines 2014). To achieve this, the airline has introduced a new TV advertisement campaign that features international sportscelebrities, Kobe Bryant and Lionel Messi.Notably, the ad has been receiving high publicity where is became the most-viewed commercial in YouTube’s history with over 105 million views (Al Hilal Group 2014) after its broadcast across 170 countries, in over 20 different language (Bracher 2013). This report will derive a detailed analysis of the advert and make relevant recommendations. Legends on Board Advertisement http://www.youtube.com/watch?v=ruav0KvQOOg Directed by Marco Grandia and produced by Electric Zoo, the “Legends on Board” advertisement seeks to maximize the demand and the market advantage of using a celebrity in an advertisement (Mediabistro Inc. 2014). While Kobe Bryant is a basketball superstar, Lionel Messi is a football superstarand both stars are the airlines brand ambassadors. The Turkish Airlineadvertising agency, Crispin Porter + Bogusky released the ad campaign on 6 December 2012 for Turkish Airlines (Bracher 2013). The ad runs for one minute and featuresKobe Bryant and Lionel Messi as the main characters and other airline passengers and personnel as supporting characters (Kobe vs. Messi: Legends on Board - Turkish Airlines 2012). Kobe Bryant and Lionel Messi act as signifiers in the ad as they represent their nationalities by competing in international sports competitions. Indeed, the “Legends on Board” ad depicts a competition involving Kobe Bryant, Lionel Messi, and a flight attendant who seek to draw the attention of a young boy with a Turkish Airlines-branded ball (Mor 2012). The young boy gets the shock of his life on seeing Lionel Mess sitting on what he presumes is First Class (Mor 2012). Kobe Bryant, Lionel Messi, and the flight attendant aim at becoming the best while performing their series of actions in and outside the airplane (Kobe vs. Messi: Legends on Board - Turkish Airlines 2012). The competition between the two sportsmen defines the innovations and growth achieved by the Turkish Airlines between 2011 and 2012. Indeed, the “Legends on Board” campaign seeks to promote the evolution of the Airline from “Globally Yours” to “Widen your World” (Bracher 2013). As seen here in, the company hosted the ad on You Tube, which defines the social media. Notably, the ‘Kobe vs. Messi: Shootout’ commercial is a sequel to ‘Kobe vs. Messi: Legends on Board’ (Bracher 2013). The ad promotes the company’s global reach and entertains the audience by inviting them to widen their world (Turkish Airlines 2014). In the entire ad campaign, we can see Kobe Bryant and Lionel Messi consulting the airline’s information boards for their flights in different airports (Turkish Airlines 2014). The “selfie” that Messi takes in Istanbul followed by Kobe’s photo bombing defines the final shot of the “Legends on Board” ad (Bracher 2013). Target Audience The advert seems to target various audiences of the Turkish Airlines. The advert targets athletes that use air transport quite often. Indeed, the use of Kobe Bryant and Lionel Messi who are athletes seeks to show that the Turkish Airlines is convenient, safe, and classy to travel for athletes in different fields. Moreover, the ad targets other celebrities in other genres where it portrays the Turkish Airline as the best airline for celebrities. The ad equally targets social media users. Indeed, by placing the ad on the social media, the airline hoped to catch the attention of social media users who may have the interest of travelling through the Turkish Airlines. Moreover, it also targets all social media users with an interest in air travel. Consequently, the ad equally targets the cabin crew working for Turkish Airlines. This is because the crew should also profess high standards of skills, discipline, and flexibility as they seek to offer the best service to the passengers of the best airline in Europe.This should be eminent in the way they answer to passengers’ queries as seen through the advert. Such skills relate to the skills depicted by Bryant and Messi in their respective sports. Turkish nationals can identify with the Turkish Airlines. Indeed, the design of the ball with the young boy has a similar structure as the Turkish flag. The red color on the ball relates to the background color of the Turkish flag while the white color on bird representing the company icon relates to the color of icons of the star and the moon on the Turkish flag (Kobe vs. Messi: Legends on Board - Turkish Airlines 2012). Consequently, since nationalism derives patriotism, the ad targets Turkish patriots and other patriots across the globe. As the flight attendant manages to win the attention of the young boyby offering him a plate of ice cream, the ad confirms that the flight attendant defeated two of the best athletes in the world making her the best of the best (Mor 2012). As such, this ad targets other airlines where it seeks to inform them that Turkish Airlines is the best of the best in the industry. This emanates from the fact that the flight attendant represents the Turkish Airlines. Additionally, the ad uses the Turkish Airlines-bladed ball to represent the globe (Kobe vs. Messi: Legends on Board - Turkish Airlines 2012). The white lines on the ball represent various routes thatTurkish Airlines uses. Since the white lines meet at the end, the ad seeks to inform other airlines that Turkish Airlines can connect the whole world. Furthermore, the ad targets the African Americans by using Kobe who is an African American athlete. Indeed, the ad shows the discrimination against African Americans by portraying Kobe as a loser with lower capacity while compared to other races. The environment in the airplane caused Bryant to lose since Messi had extra space to perform his acts thus defeating Kobe who had little space to perform (Kobe vs. Messi: Legends on Board - Turkish Airlines 2012). Kobe had little space to pass the basketball between his legs (Kobe vs. Messi: Legends on Board - Turkish Airlines 2012).The ad also targets innovators since it defines the evolution of the Turkish Airlines from 2011 to 2012. As such, the ad is appealing to audiences who embrace professional art and design as well as industry managers that foster creativity and development. Offer Details The “Legends on Board” advert focuses on the brand itself. The ad depicts a competition involving Kobe, Messi, and a flight attendant where the flight attendant representing Turkish Airlines wins the competition. As such, the competition involved in the ad seeks to show that Turkish Airlines is the best of the best. Indeed, the flight attendant captures the attention of the young boy by offering him a plate of ice cream that he enjoys (Mor 2012). This depicts the distinguishing service that Turkish Airline offers. The win shocks the two superstars, which depicts the realization that Turkish Airlines is definitely the best airline (Kobe vs. Messi: Legends on Board - Turkish Airlines 2012). Furthermore, a voice in the ad confirms this by telling the audience that Turkish Airlines is Europe’s best airline and that the “best” fly with them. This portrays the focus of the ad. Moreover, the ad focuses on the branded ball, which encompasses the logo of the Turkish Airlines. Indeed, the white bird on the ball represents the company’s icon while the white lines that develop on the ball define the routes that Turkish Airlines uses (Kobe vs. Messi: Legends on Board - Turkish Airlines 2012).The competition equally involves consulting the airline’s information boards for their flights in different airports by the superstars (Turkish Airlines 2014). The ad focuses on the brand by portraying the information derived from the airline’s information boards by Kobe and Messi. The use of Kobe and Messi depicts the advancements made by Turkish Airlines between 2011 and 2012. This relates to the fact that Kobe Bryant became the Airlines’ brand ambassador in 2011 while Messi became the ambassador in 2012.The prowess and complicated skills that Messi possessed define the innovations at the Turkish Airlines (Kobe vs. Messi: Legends on Board - Turkish Airlines 2012). The new motto “Widen Your World" relates to the invite to explore the innovations and convenience of the Turkish Airlines. This manifests the upgrading of the services offered by Turkish Airlines, the great passenger experience, customer satisfaction, and improved competitive advantage. These factors help to popularize the brand and services. Moreover, it influences more superstars, Turkish nationals, and other patriots to consider Turkish Airlines at the best of the best. The airline equally informs the viewer of the many destinations that it covers across the globe. The effective coordination in the ad is very relevant to the creation of the video that defines this ad (Kobe vs. Messi: Legends on Board - Turkish Airlines 2012). Time of Placement The launch of the “Legends on Board” advertisement campaign on 6 December 2012 for Turkish Airlines correlates with the evolution of its brand strapline from “Globally Yours” to “Widen your World”(Bracher 2013). The ad sought to introduce the new brand identity, which places Turkish Airlines in a better position in the aviation industry. The video advert sought to increase the awareness of Turkish Airlines and present the company’s growth towards the future. Indeed, the placement if the ad correlated with the recognition of the airlines’ new initiative, which focuses on the global network of the airline (Turkish Airlines 2014). The launch of the ad equally related to the signing of the codeshare agreement between Turkish Airlines and Oman Air, which addressed air services between Oman and Istanbul (Al Hilal Group 2014). Advertising Channels The placement of the advert on social media related to the emergence and dominance of online advertising. The placement identified with the impact of social media, which is a modern and significant advertising tool. At the time of launching the advert, many people in the world could access social sites subject to technological advancements. The fact that the ad featured on international televisions and YouTube, confirms the airlines’ quest to expand its global presence in the international and online fronts (Kobe vs. Messi: Legends on Board - Turkish Airlines 2012). Advertising Intention The “Legends on Board” advert aims at informing the audience about the innovations and growth, increased global presence, and the best services offered in the Turkish Airlines.This emanates from the growing international competition in the aviation industry. The ad plays the role of creating brand loyalty and customer awareness about the brand with an aim of recording increased customer base, global presence, and profits. The ad has received huge reception with over 105 million views. Perception There is dominant use of colors with visual emphasis set on Turkish national colors that include red and white. The two colors appear consistently in the advertisement. The red color on the ball relates to the background color of the Turkish national flag. The white bird on the ball relates to the company’s icon while the white lines on the ball relate to white color of icons of the star and the moon on the Turkish flag (Kobe vs. Messi: Legends on Board - Turkish Airlines 2012). Moreover, the advert uses two celebrities Kobe and Messi. I feel that the advert uses the two athletes in the best way possible to present the target message. By defeating the two superstars, the flight attendant who represented the Turkish Airlines presented the ad’s message that Turkish Airlines is the best of the best. Indeed, subject to the athletes’ international fan base, the campaign will attract more than 105 million views. Ultimately, the voice in the ad telling the audience that Turkish Airlines is Europe’s best airline and that the “best” fly with them correlates with the pictures in the ad (Kobe vs. Messi: Legends on Board - Turkish Airlines 2012). Buyer Process This product targets customers at the evaluation of alternatives stage (Hudadoff 2009, p. 7). This stage has the significance of differentiating the Turkish Airlines brand from other competitors in the aviation industry (Hudadoff 2009, p. 7). The ad seeks to differentiate the brand and convince the audience that Turkish Airlines can deliver the services and benefits that the customers are looking for.The information on the innovation, growth, customer satisfaction, and effective services offered by the airline as presented by the ad depicts Turkish Airlines as the best of the best airlines. The fact that the company advertises the brand in 170 countries using over 20 different languages confirms that the brand wants to present itself to a huge audience (Bracher 2013). Involvement Level The involvement level in the ad is high since it succeeds to cover a large target audience, contains the labels and symbols related to the Turkish Airlines, and derives a clear message to the audience that Turkish Airlines is the best airline in Europe that covers many destinations across the globe(Kobe vs. Messi: Legends on Board - Turkish Airlines 2012). However, the attraction for the two athletes may supersede the aim of creating awareness about the brand. Marketing Mix Product The ad features the brand itself. The ad presents the innovativeness, customer satisfaction, growth, effective services, and global presence that the brand possesses. Through the ad, I can derive that Turkish Airlines is the best of the best airlines in the world in terms of global presence, effective services, innovation, and growth. The voice telling me that Turkish Airlines is Europe’s best airline and that the “best” fly with them encourages me to identify with them. Price The “Legends on Board” ad contains no information about pricing because it only aims atcreating awareness and showing that Turkish Airlines can deliver the services and benefits that the customers are looking for. Placement The placement of the ad on YouTube, which is a social site, is relevant in that it reaches a huge audience and diverse at a lower cost. The ad gives some informationabout distribution by showing us how Turkish Airlines reaches and connects more than 240 international destinations. Promotion The promotional objective is to encourage Turkish nationals and other patriots to identify with the Turkish Airlines. The other objective related to creating awareness on the innovations, effective services, customer satisfaction, and global presence that Turkish Airlines possesses. The ad achieves these objectives in an effective manner subject to the over 105 million views. The choice of YouTube as a media platform for the ad confirms that the company adopted an online or social media promotional strategy to advertise the brand (Small Business Development Corporation 2014). This connects the potential customers with the company on a personal level, which creates an appealing and familiar image of the company (Hose 2014). Critique and Recommendations I believe the ad is good in that it used the right celebrities to manifest that Turkish Airlines is the best of the best. Moreover, the use of the branded red ball was so effective in relating the Airline to Turkish nationals and showing the company’s global presence. However, I feel that limiting the ad to the social media limits the audience of the ad in that only people can access the internet can view the ad. As such, I think the company should consider broadcasting the ad on international televisions to increase its audience. Works Cited Al Hilal Group 2014,TURKISH AIRLINES, retrieved 9 May 2014, Bracher, L 2013, Turkish Airlines announces the launch of new brand position with video featuring Kobe Bryant and Lionel Messi, retrieved 9 May 2014, Hose, C 2014, Top Ten Promotional Strategies, retrieved 9 May 2014, < http://smallbusiness.chron.com/top-ten-promotional-strategies-10193.html> Hudadoff, P 2009, Understanding the Buying Process, retrieved 9 May 2014, Kobe vs. Messi: Legends on Board - Turkish Airlines 2012, Video, Electric Zoo, Istanbul. Mediabistro Inc. 2014, Turkish Airlines: Legends on Board, Kobe vs. Messi, retrieved 9 May 2014, < http://adsoftheworld.com/media/tv/turkish_airlines_legends_on_board_kobe_vs_messi> Mor, N 2012, Ad Review: Kobe vs. Messi: Legends on Board – Turkish Airlines, retrieved 9 May 2014, < http://basketballreviews.com/news/ad-review-kobe-vs-messi-legends-on-board-turkish-airlines/> Small Business Development Corporation 2014,Marketing - Promotion Strategy, retrieved 9 May 2014, < http://www.smallbusiness.wa.gov.au/marketing-promotion-strategy/> Turkish Airlines 2014, Widen Your World, retrieved 9 May 2014, YouTube 2006, Turkish Airlines, retrieved 9 May 2014, Read More