Turkish Airlines, the official sponsor of the Euroleague Basketball, developed a great Innovate campaign together with IGPDecaux offering people the chance to win a trip to Istanbul.
From the 12th to the 18th of May, a fully wrapped tram filled entirely with basketballs traveled around the busy city center of Milan. A message on the outside of the tram invited people to guess how many basketballs were inside the tram, to have a chance to win a trip to Istanbul. Almost 5,000 people submitted their guess on the dedicated website.
On the last day of the campaign, the tram stopped at Cathedral Square, one of the most famous and busy places in Milan. All the basketballs were given away to passers-by creating a great stir in the area. Near the square, Turkish Airlines also organised a drop-in street basketball event which people could watch or choose to join in.
A truly original campaign that we invite you to watch below!