Turkish Airlines needed a disruptive way to engage younger, digital-native travellers. We engineered a personalised, AI-driven interactive experience built directly on their existing social behaviour, bridging data-driven strategy with instant conversational design.

To build relevance with younger travellers in the US, we connected a cultural behaviour (astrology and birth-chart curiosity) with Turkish Airlines’ global route network.

What if your next destination was written in the stars? Fly By Sign turned personal birth data into a travel recommendation, making destination discovery feel more intimate, playful and ownable.

We created a conversational journey in Instagram DMs. People sent a plane emoji, shared their birthday and received a personalised destination, travel tips and a discount voucher.

In four weeks, people sent 880K plane emojis, triggering 25M messages. The experience achieved a 93% completion rate, with a 9.2-point lift in ad recall and a 6.6-point lift in campaign awareness.

Became a Meta Business Case Study and got featured in numerous Meta Decks. Also won multiple awards in 2025.