S7 AIRLINES

This Russian airline used immersive Canvas ads in Instagram Stories to showcase its new modern ultra-quiet Airbus A320neo aircraft to a new audience, resulting in a 20-point lift in ad recall.

THE STORY
Flying high

S7 Airlines is a Russian carrier and member of oneworld global aviation alliance. It operates regular internal flights in Russia and international flights.

20-point

lift in ad recall

24-point

lift in ad recall amongst 25- to 34-year-olds

60%

of target audience reached

In 2017, S7 Airlines became the first carrier in Russia to use Airbus A320neo aircraft in its fleet, and Instagram Canvas gave us an opportunity to announce the event in a new way. Instagram's audience is creative and follows the trends and news in technology. Canvas ads allow brands to seamlessly embed immersive, full screen ads into people's feeds and easily deliver information to the right audience at the right time.
LILIYA LATYPOVA, SOCIAL MEDIA SPECIALIST, S7 AIRLINES
THE GOAL
Increasing awareness of its quieter planes

S7 wanted to raise awareness of the A320neo, its newest and most high-tech aircraft, to help position the company as innovative and technologically advanced amongst Russian audiences.

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THE SOLUTION
First-class creative storytelling

S7 Airlines was one of the first brands to use Canvas in Instagram Stories, creating rich and immersive ads that showcased some of the highlights of its new airplanes. S7 Airlines worked closely with the Facebook Creative Shop team to design ad creative that would impress and entertain audiences.

To showcase the plane’s comfort and lack of engine noise, the ads cleverly compared the engine sound (or lack thereof) to various animal noises. The Canvas also demonstrated some of the other exciting technology available on board the Airbus A320neo.

The brand's willingness to try new ad formats proved successful: it reached 60% of the target audience and saw a 20-point lift in ad recall, which rose to 24 points amongst 25- to 34-year-olds.