How All Nippon Airways Achieved a 300% CTR Increase With a Playable Ad on Meta

When All Nippon Airways (ANA) set out to build brand awareness among Turkish travelers, the challenge wasn't whether to advertise, it was how to stand out in a crowded market. Meta offers some of the strongest reach available for digital advertising. But most brands default to the same formats: static images, short videos, standard creatives. For a premium airline trying to make a first impression on a new audience, blending in wasn't an option.

The Challenge: A New Region, A New Audience

Turkish travelers represent a growing market for international aviation. ANA needed a way to introduce itself meaningfully, not just generate impressions, but create genuine brand discovery.

Static and video formats could reach the audience. But they couldn't invite them in.

The Solution: A Creative Flow Built Around Interactivity

Playable ads aren't natively supported on Instagram, one of Meta's highest-reach placements. Rather than accepting that limitation, we designed a workaround that turned the constraint into a creative opportunity.

The approach was a two-step flow: a video ad that showcased the interactive experience, paired with a banner link that brought users into a full playable ad. Once inside, users were immersed in a drag-and-drop game built around Japanese cultural icons, cherry blossoms, lucky cats, sushi, set against an ANA flight backdrop.

The experience wasn't just visually engaging. It was participatory. Users weren't watching an ad. They were packing a suitcase for Japan.

The Results

The campaign delivered a 300% increase in CTR compared to standard Meta creatives.

Beyond the numbers, it accomplished something harder to quantify: it gave a brand new to the Turkish market a memorable, interactive first impression.

Why It Worked

Three things drove the performance:

First, the format created active participation rather than passive viewing. Every drag, every drop was a micro-interaction that deepened brand recall.
Second, the creative was culturally specific. The game elements weren't generic, they were distinctly Japanese, which made the destination feel tangible and desirable rather than abstract.
Third, the two-step video-to-playable flow solved a real platform limitation without sacrificing the experience. Users who clicked through were already curious, the playable ad rewarded that curiosity.

The Takeaway

Interactivity opens channels that static and video formats simply can't. When a brand is entering a new market, the goal isn't just reach, it's resonance. A playable ad doesn't ask users to watch. It asks them to participate. And when that participation is well designed, the performance follows.

For travel brands looking to break through in competitive digital environments, the ANA campaign is a clear proof point: the format matters as much as the message.