Brand: Pegasus Airlines
Agency: Rafineri
Media: Digital & Mobile Campaign
Creative Director: Can Erdoğan
Creative Grouphead: Ahmet Uğurel
Creative Team: Berkin Dalgıç, Gizem Arlı, Ceren Demir, Selin Sürgit
Background:
Pegasus Airlines, Turkey’s leading low-cost carrier, was undergoing a major digital transformation. To bring this shift to life and position itself as “Turkey’s Digital Airline,” the brand needed a campaign that could authentically connect with a digital-first audience who spend most of their days looking at screens.
Idea:
Instead of simply announcing the transformation, Pegasus invited its audience into a digital treasure hunt. We created a launch film embedded with live digital touchpoints—social accounts, blogs, search results, QR codes—all seamlessly integrated into the story. Every clue led travelers deeper into Pegasus’ new digital ecosystem, showing rather than telling what “Turkey’s Digital Airline” truly meant.
Execution:
The campaign kicked off with the launch video, which doubled as an interactive portal. Viewers who followed the hidden easter eggs unlocked landing pages linked to destinations and won free Pegasus tickets. The film was supported by a fully synchronized digital activation, where all the digital elements shown in the video—from character social feeds to websites and search queries—were made real and live. This turned a traditional ad into an endless interactive journey, where engagement never stopped at just one view.
Results:
Over 37,000 participants actively joined the digital treasure hunt.
The launch film became the central hub of communication, driving continuous engagement long after its release.
Pegasus successfully positioned itself as “Turkey’s Digital Airline” not only in words, but through an immersive customer experience.
