The sky is Turkish Airlines´ territory, so we used the sky to convey the idea. No airline uses the specific airspace and no-one has ever seen the Gallipoli Peninsula from up above. We set a special course to fly over Gallipoli for the first time and gave the captain a speech. We turned a flight into a memorable experience. Our bet was it was going to go viral -and it did- nevertheless we also made a film of our own. That went on every major news outlet.

• Implementation

Set a special course for the flight and filmed inside the plane to go on social media.

• Timeline

The experience was in the morning of 18 March, was viral the same day.

• Placement

Used the sky as the medium, and social media.

• Scale

Local at first, then global

Within just 24 hours 19.5 million impressions, 3.2 million views, 322 thousand engagements.

It was on all the major news outlets, during prime time.