THE PROBLEM
Etihad Airways had just been awarded World's Best Long Haul airline, but with next-to-zero-budget to promote, how were we going to make some noise?
THE SOLUTION
We took the perceived weakness of YouTube pre-roll media: the skippable ad. And turned it into a strength. By creating some of the world's fastest creative – and conveying that time flies when you're having fun (with Etihad).
THE RESULT
A charmed public... via YouTube/ Vimeo etc. An 8% surge in online bookings during the campaign period. And a host of local award nods.
Etihad Airways had just been awarded World's Best Long Haul airline, but with next-to-zero-budget to promote, how were we going to make some noise?
THE SOLUTION
We took the perceived weakness of YouTube pre-roll media: the skippable ad. And turned it into a strength. By creating some of the world's fastest creative – and conveying that time flies when you're having fun (with Etihad).
THE RESULT
A charmed public... via YouTube/ Vimeo etc. An 8% surge in online bookings during the campaign period. And a host of local award nods.
YOUTUBE PRE-ROLLS
MOBILE/ SOCIAL APP
As a practical and popular extension, we offered social users a way to create mini-travel movies thanks to Etihad. All they needed was to upload a series of holiday snaps, and we would automatically wrap them together as a stop-motion film. All set to their choice of pre-arranged music (the pace of the stop-motion would vary according to the soundtrack).
Simple animated magic – which instantly makes every trip seem as quick, effortless and memorable as an Etihad one.
DIRECT MAILER
PRINT/ POSTERS
When it came to advertising specific routes, a more tailored approach was called for.
The UK to Australia route – for example – is the world's longest flight... and also the airline's most lucrative.
Our idea? Take the most rugged Australian cliches and gently turn them on their heads. Suddenly the journey isn't SUCH a monster...
HEADLINE: Australia just got a whole lot friendlier. COPY: Award-winning cuisine. Non-stop entertainment.
And all your favourite creature comforts. Long flights seem shorter with the World's Leading Long-Haul Airline.
And all your favourite creature comforts. Long flights seem shorter with the World's Leading Long-Haul Airline.
ONLINE GAME
A specific trade-only extension targetted at travel agents. Who were coaxed (with prizes of course) to 'Keep the World Happy' with a range of product enhancements – all designed to make long flights seem shorter. Players had to match their virtual passengers' problems product from the Etihad journey – thus getting educated about the airline, and satisfying the entire world at the same time. Hurrah.
A specific trade-only extension targetted at travel agents. Who were coaxed (with prizes of course) to 'Keep the World Happy' with a range of product enhancements – all designed to make long flights seem shorter. Players had to match their virtual passengers' problems product from the Etihad journey – thus getting educated about the airline, and satisfying the entire world at the same time. Hurrah.
