Description

Context:

People really love to write comments but brands don't always respond to them. There are millions of those comments that have yet to be answered. Aviata sells air tickets, supports customers 24/7 and responds to all comments on social networks. But we discovered that the very first comment on Aviata's Instagram went unanswered.

Idea:

We found the very first comment on Aviata's Instagram page that we hadn't responded to for 10 years and replied to it with the TRIP! We gave the author a trip to Sri Lanka to enable her to leave the emojis from that very comment in places that inspire her, including Adam's Peak, where legend has it, was where the first man set foot. That’s how we transformed a 10-year-old comment into the symbol that motivates Aviata to explore new directions and maintain 24/7 support.

Results:

2 100 000 views
10 600 000 media impressions
3 162 new comments
1 replied comment from 10 years ago

Credits

Account manager – Ekaterina Berestovaya
New Business Director – Artur Karabajak
Creative Group Head – Rassul Abidov
Art Director –Vladimir Chetverikov
Creative Director – Nail Muratov
Copywriter – Roman Shakhbalayev
Motion Designer – Vyacheslav Ligay
Director of Strategy – Dmitriy Larionov
Strategist – Rustem Baltabekov
Dir|DP – Dan Berestovoi
Edit – Arnur Amirgali