Challenge and Idea
The aim was to find a way to get passengers informed about SunExpress’ web and on-board services and showcase their positive takeaways (i.e. faster online check-in).
To do so, and to engage customers in the rather dull and technical topics, we decided to create a series of fun and light-hearted explainer videos featuring relatable characters.
Considering the potential, this could have for other use-cases, we went about the design of the characters like they were an extension to the SunExpress branding.
Meet the family
The character design gave birth to a whole family of characters. The “SunExpress family” represents the German-Turkish airline’s central values of family, intercultural travel and vacationing.
Each of the four characters was given traits and quirks, with particular needs that explain their motivations. These personalities would later allow for solid storytelling in the explainer-videos.
We tied all videos into a sort-of family-sitcom called “Off to the sun”, with each episode explaining one of the booking services. This overall concept helped in establishing a faster recognition and providing the possibility for continuity moments throughout the instalments.
Family trip through the brand
As intended, the four characters quickly developed a life of their own and made the jump to other areas of branding such as social-media-ads, the website, inflight lunch-boxes and giveaways. Because of the characters’ simple wireframe, the illustrations can easily and quickly be adapted for all sorts of contexts.