SunExpress generates significant Brand Lift using AR

The airline SunExpress is a true sun specialist and offers numerous direct connections between Europe and Turkey.  Besides flying guests to many idyllic holiday destinations in Turkey, they reconnect them with their families and loved ones with their direct flights from Europe to many Anatolian cities. SunExpress lead by the Social Advertising Team of Territory Media decided to partner with Snapchat in order to drive Awareness as well as Engagement within the valuable GenZ audience in their core markets DE & TR. The main objectives for the campaign was Brand Lift as measured by incremental Brand Awareness and Ad Awareness, as well as efficient media in the form of low CPMs. With the campaign SunExpress wanted to showcase the variety of direct flights to Turkish cities and the beauty of them to fuel user’s travel desire.  The key challenge was to find the right ad format for this as well as creative execution to positively influence the KPIs that mattered to SunExpress.

By partnering with Snapchat, Territory Media identified for SunExpress that AR would be the optimal format to drive engagement as well as Brand Lift, and that auction-bidded AR Lenses would be the best way to ensure efficient media results.  SunExpress decided to leverage auction-bidded AR Lenses in Turkey and Germany, optimizing delivery on the most efficient CPM and utilizing broad targeting.

Together with Snapchat, SunExpress created an engaging AR Lens that allowed Snapchatters to virtually travel to various beautiful destinations around the globe that SunExpress offers to its customers.  By giving Snapchatters the opportunity to dream about their next trip, this approach allowed Snapchatters to interactively engage with their ads, which was very important to drive Brand Lift metrics for SunExpress. While playing with the lens, Snapchatters could swipe up on an attachment link and land on the booking platform of SunExpress where they could immediately book a flight to their dream destination. 

The results beat SunExpress’s expectations: In Germany, SunExpress was able to generate a Brand Awareness Lift of +4ppts² and an Ad Awareness Lift of +3ppts². In Turkey, SunExpress was able to generate an Ad Awareness Uplift of +6ppts¹ (despite very high brand recognition in the market already). SunExpress generated very efficient CPMs for an AR placement: Turkish Lens €3.04³; German Lens €5.53³. And the share-rate in Germany was especially high with 3.6%³.