Schiphol Destination Unknown
Open the game- Brand
- Schiphol
- Year
- 2014
- Objective
- Awareness
- Industry
- Travel
- Platform
- Web
- Agency
- FHV BBDO
- With
- Big Orange
- With
- NOT HUMAN
Objective
Amsterdam Airport Schiphol sought to increase brand awareness and preference among travelers by highlighting its extensive network of 300+ direct destinations. The campaign aimed to inspire travel dreams and differentiate Schiphol from competing airports through engagement with socially-connected audiences. The underlying business objective was to familiarize potential passengers with the breadth of travel options available from the airport and drive future bookings.
Solution
An interactive real-time Instagram game where players identified airport destinations based on crowdsourced travel photography. The game presented rotating Instagram images tagged with location hashtags; players had four minutes to guess each destination correctly. Hints were available—local time, flight duration from Schiphol, and operating airlines—but using them deducted points. The top 50 players won round-trip tickets to Schiphol destinations of their choice. The experience ran on a custom-built content management system that aggregated Instagram feeds across 5–10 hashtags per destination, deployed at schipholdestinationunknown.nl on HTML5.
Results
The campaign won Site of the Day on Awwwards on August 10, 2014.
