Client: Turkish Airlines
Project: European Football Match Coverage for Univision Deportes
Industry: Hospitality + Sports + Media
Location: US Market
Turkish Airlines, a global leader in aviation, sought to engage Spanish-speaking sports fans in the United States by connecting them with the thrill of European football. To achieve this, Turkish Airlines partnered with Hilo to create a series of dynamic video content centered around key European matches, including the celebrated Supercup Tbilisi 2015. This content was designed for broadcast on Univision Deportes, one of the leading Spanish-language sports channels in the U.S., ensuring broad reach and strong cultural relevance.
The Objective
The goal was to bring the excitement of European football directly to Spanish-speaking audiences in the United States, amplifying Turkish Airlines’ brand presence and positioning it as a bridge between global cultures and events. The campaign aimed to:
- Create an emotional connection with U.S.-based Spanish-speaking football fans.
- Elevate Turkish Airlines’ association with prestigious sporting events.
- Increase brand visibility in a core market through Univision Deportes.
Approach
Hilo devised a strategy that leveraged video storytelling, capturing the passion, tension, and unforgettable moments of European football. Key steps included:
- Immersive Content Production: Filming exclusive, up-close video footage at high-profile games, such as the Supercup Tbilisi 2015, with content highlighting key moments, player reactions, and the electrifying energy of the fans.
- Audience-Centric Narrative: Hilo tailored each video segment to resonate with Spanish-speaking audiences, incorporating cultural cues and emphasizing universal themes of teamwork, pride, and excitement.
- Strategic Broadcast Placement: Through Univision Deportes, the campaign targeted U.S. Hispanic sports fans, delivering content that was both engaging and relevant to this demographic.
The Objective
The goal was to bring the excitement of European football directly to Spanish-speaking audiences in the United States, amplifying Turkish Airlines’ brand presence and positioning it as a bridge between global cultures and events. The campaign aimed to:
- Create an emotional connection with U.S.-based Spanish-speaking football fans.
- Elevate Turkish Airlines’ association with prestigious sporting events.
- Increase brand visibility in a core market through Univision Deportes.
Approach
Hilo devised a strategy that leveraged video storytelling, capturing the passion, tension, and unforgettable moments of European football. Key steps included:
- Immersive Content Production: Filming exclusive, up-close video footage at high-profile games, such as the Supercup Tbilisi 2015, with content highlighting key moments, player reactions, and the electrifying energy of the fans.
- Audience-Centric Narrative: Hilo tailored each video segment to resonate with Spanish-speaking audiences, incorporating cultural cues and emphasizing universal themes of teamwork, pride, and excitement.
- Strategic Broadcast Placement: Through Univision Deportes, the campaign targeted U.S. Hispanic sports fans, delivering content that was both engaging and relevant to this demographic.
The campaign successfully met and exceeded expectations in multiple areas:
- Widespread Engagement: Reaching millions of viewers, the campaign drove significant engagement across Univision Deportes’ platforms.
- Brand Affinity: Turkish Airlines experienced a boost in brand affinity among Spanish-speaking audiences, who saw the airline as not only a sponsor but a true supporter of their passion for football.
- Increased Market Penetration: The campaign reinforced Turkish Airlines’ brand presence in the U.S. Hispanic market, solidifying its connection to European football and enhancing its visibility as a premium international airline.
This project demonstrated Hilo’s expertise in crafting culturally resonant content that connects brands to their audience on an emotional level. By bringing European football to life for fans in the U.S., Hilo enabled Turkish Airlines to strengthen its brand image and expand its influence in a key market.
