Turkish Airlines were sponsoring the new Batman Versus Superman film and wanted to come up with a campaign that made sense of the sponsorship rather than being just a shallow fame driving spend
Turkish Airlines fly to more countries that any other airline
We are the airline that flies to more countries than any other airline, we are the airline that looks to bridge worlds and create connections other airlines don't and we've made a commitment to increase our brand presence and connectivity to and from the USA. It would therefore make complete strategic and creative sense that we're the airline opening new routes to Gotham and Metropolis. It anchored the sponsorship in the travel world in a unique and innovative way, giving Turkish Airlines a very clear and clever role to be part of the conversation of the film and importantly seamlessly aligns the film franchise to us as a brand.
The two ads were launched in the pre show to the 2016 Super Bowl, generating huge amounts of buzz and conversation. The full 360 elements of the campaign were designed to ensure we also Widen Your World on Gotham and Metropolis with a Time Out Guide for each and a competition to win a flight to either Gotham or Metropolis (for the premier). The campaign resulted in 125 million earned media impressions. Over 30 million YouTube views for the ads. Over 25,000 would-be passengers for the inaugural flight. And over 700 news placements, including Mashable, ABC News, Empire, Yahoo News, Vanity Fair, Hollywood Reporter, The Independent, the Daily Mail, Variety and Rolling Stone – who ranked the ads No1 movie commercials in the SuperBowl, a great result both for Turkish Airlines and Warner Bros.
Small, mischievous Irish bookie entering a very competitive market.
Sport is run by the elite, for the elite.
Paddy Power the bookie on the side of the punter: So we gave the punter a voice with “We Hear You”.
Paddy Power's profit grew 20% in 2 years. Its social media presence went from 32K followers on Facebook in 2012 to 1.3M in 2014 and from 55K to 538K on Twitter.
WHAT IS CREATIVITY?
Let’s start thinking about creativity in its broadest sense.
Let’s stop thinking about creative as a product or a department.
We begin by identifying the ‘real’ problem and then applying creativity to solve it.
Get a bunch of diverse minds to think upstream and see what happens.
Creativity is flexible, collaborative
It is cool, exciting and powerful.
It is the solution that will transform business fortunes.
And it’s the most fun you can have with your clothes on.
Not wanting to get all over dramatic,
but creativity is the cure.
AD OF THE DECADE
A perception that Turkish Airlines is a small local carrier, flying only to Turkey. Low brand awareness, low brand trust.
Turkish Airlines fly to more countries than any other airline.
Combine the use of some major sports talent with a cultural phenomenon the - selfie - and celebrate the huge variety of destinations on offer.
YouTube ad of the decade. 141 million views. On target to be the world’s largest airline by 2023.
JUST DANCE 3 - AUTODANCE
Just Dance 2 had been a big success - our task for Just Dance 3 was to recruit new users from outside of the existing community of dancers and gamers.
No matter who you are, everyone has a dancer inside them.
We created the iconic Autodance
app that proved that “Anyone Can
8 million app downloads and 43 million
user-generated videos. Just Dance 3
became the best selling game
DO DON’T SAY
In this day and age the best is work that socialises, so we bring your brand truth to life and show it in action.
ALWAYS WORKING FRESHER
We are grown up and entrepreneurial and we use a highly collaborative open-source way of working.
TO THINK - TO MAKE - TO DO
We pride ourselves on our creative
enthusiasm, we love solving
problems. But we also make our own
products and do stuff beyond the
call of duty.
CREATIVITY IS THE CURE
We identify your problem and then create the best team. And the right people to solve it in the most impactful and effective way possible.
As awareness was growing, we wanted
to begin to build a brand and imbue
‘widen your world” with meaning
The best way to experience a country’s culture is through its food.
Reframe the variety of destinations on
offer as flavours on offer and continue
the narrative of major sports stars
racing around the world to experience
3 point increase in brand awareness
over 6 months of 2014, 62 million
views, over 400 entries to the
Turkish Airlines are unlocking growth
in Africa, having doubled their seat
capacity to over 70k in 4 years. They
wanted to build awareness of their
Africa will be the most important
geographic part of the world in the
next 100 years but is still currently
A film that challenges those cultural perceptions of Africa and celebrates a continent in flight showing its beauty, diversity and modernity.
Over 8 million views on YouTube.
EPIC POOL DUNK
Turkish Airlines have a huge love and passion for Basketball and they want their sponsorship of Euroleague to be seen as much more than a sponsorship.
Turkish Airlines have a true love for
Basketball as it the fastest, most
progressive ball sport and therefore
this is not just a badge sponsorship.
Celebrate the passion of basketball fans by joining the amazing craze of ‘pool dunk’ videos on YouTube and take them to the next level with pro players.
Over 3 million views on YouTube.
THE OBVIOUS CHOICE
Disrupt the sea of sameness in the online hotel booking category.
As far as booking a hotel online goes, there are not many providers that do what they say on the tin like Hotels.com!
“Hotels.com. The obvious choice.”
Launch week 20% increase in site visits, 30% of value from new customers vs. 26% previous month (new customer value up 15% week-on-week).
We don't think of ourselves as an advertising agency, we are a creative agency. They might sound like the same thing, but there is a distinct difference. There are plenty of agencies all over the place that do ads, and find joy in just doing what has always been done, but that's not us. We think clients and staff deserve more ambition and a better, more engaging end result.
We aim to create culture not advertising.
If you are interested in joining us on our mission tell us why here email@example.com
BALL OF SHAME
Betting offers had become boring and repetitive.
Football is a circus of bad behaviour. But that’s largely why the punters love it.
A new offer format that was based around players’ bad behaviour on and off the pitch.
The Premier League season 2013/14 saw turnover +21%, unique customers +16% and first time stakers +33% versus the 2012/13 season.
Grow an established brand in an established category.
The core truth of the product is the tender chocolate melting even the hardest of souls.
"Dare to be tender". A truly tender experience in a toxic world.
Consistent double digit growth over
the four years the work ran.
One of the things you will notice about our logo is the ‘elephant.’
It originates from the states way back in the late 1800’s.
The story goes, when they brought
the circus to town, instead of paying for
expensive advertising, they would
literally walk one of the elephants
through town to create buzz
Of course everyone went crazy.
It is so relevant to the way brands must think in this modern era of social impact.
It’s a simple technique that inspires us with all of our clients: we start by finding a brand truth, and then we turn that brand truth into action and literally walk an elephant through town.
Microsoft was seen to have dismissed hardcore gamers in its bid to own the family living room with Xbox One.
Xbox One is the ultimate
Challenged hardcore gamers to decode the 1 second glitch in our global TVC with layers of embedded tasks.
7.9m social media impressions, 383 news reports, 230k YouTube video views, for every £1 spent: £5.6 million returned in media value.
Nobody is waiting for a new sports book. Regular betters in the UK already have an average of 3.6 accounts and actively use two. BetStars needed to puncture the inertia of the established competition and create a real game changer.
BetStars is the 'game changer' of the online betting industry.
Amaya together with CP+B created a powerful combination.
1. A true authentic sports personality 'the Nike of sports betting' with a unique and differentiated look-and-feel.
2. Leveraged the powerful heritage of Poker where it's all about using your smarts to win. Our end line 'Call it' has direct lineage to Poker.
3. Finally, a highly innovative online only product - featuring at launch a market first 'Spin & Bet' application.
Launch a second-hand goods app in a market where people are used to giving away things they don't use to ones in need.
It's time to let go.
Launched a campaign to show Turkish people that there are things that you can't give away, but you can sell them easily with letgo.
Moved from position #212 to #1 on the ranking of the most popular apps from Apple Store in 1 week of airing.
Launch a second hand goods app in a market that is used to give away things they don’t use to the ones in need.
There are things that can mess up with your life. It’s time to let them go.
Launched a campaign that shows Turkish people that there are things that you can’t give away, but you can sell it easily with letgo.
In the first week of airing, letgo moved from position #212 to #1 on the ranking of the most popular apps from Apple Store.
32 York Way, London N1 9AB
Tel: +44 20 35517701
If you are coming by train or tube, we are right next to King's Cross station just come out of the station and turn left, the first road you hit is York Way.
We are about 100 meters up on the right, just after Costa Coffee.
WARNING: If you put the postcode into a sat nav, unfortunately you will get sent to the very top end of the York Way, right up near Camden.
It’s annoying but now you know.
FOR NEW BUSINESS
Contact Richard @ RPinder@cpbgroup.com
Trump is gaining a popular following in the US thanks to choice soundbites that play on peoples' fears - and capture attention. For many it feels almost impossible to challenge Trump supporters by countering with facts, because once the heart has been won, the mind often doesn’t get to have a say.
Turn Trump's quotes into expressions of love, instead of hate, and by doing so highlight just how absurd some of the things he says can be.