Emirates Airlines Promo, Case study WORLD CUP DRAW by Starcom London

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Industry Airlines
Media Promo & PR, Case study
Market United Kingdom
Agency Starcom London
Released December 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: EMIRATES
Product/Service: AIRLINE
Date of First Appearance: Dec 4 2009 12:00AM
Entrant Company: STARCOM, London, UNITED KINGDOM
Entry URL: http://www.skysports.com/mobile/
Head Of Mobile: James Tagg (Starcom)
Account Manager: Megan Smith (Starcom)
Media placement: Mobile - Sky Mobile - 04/12/2009

Results and Effectiveness
We scored! We were right to identify Sky Mobile as the likely destination for these football-mad men that evening. Traffic to its site was 130 per cent higher than it had been the previous Friday. Over 5.5 million impressions were generated, half as much again as we had forecast, and the click-through rate was 1.12 per cent. We swelled our database of potential customers, and generated 1,100 calls and brochure requests then and there. All told, our cost per response was 24 times less than for a campaign in daily and Sunday newspapers, with four times as many leads.

Creative Execution
We struck with the precision of a Wayne Rooney or a Michael Owen. From midday on 4 December, through into the next day, we took all the ad inventory on Sky Mobile, the UK’s largest sports and news mobile site. And we provided our target audience the opportunity to book their trip to the World Cup right there and then, on their commute home, as their excitement peaked. Fans were shown a “click to call” button that took them straight through to a telephone booking centre. Or if they clicked a banner ad, they were invited to enter their contact details, and instantly emailed a brochure showing all the South African travel options offered by Emirates. Obviously we made sure that these pages were tailored to load quickly. We didn’t want to lose anyone.

Insights, Strategy & the Idea
Ask any striker: Timing is everything. As an official partner of the FIFA World Cup, Emirates was offering all-inclusive travel packages to South Africa, but when would be the most cost-effective time to reach the affluent male audience that might be tempted to book? We needed to pinpoint a moment, long before the tournament began, when these men would be focussed on the event. Fans were keen to find out who England would face in the early rounds, so they would be closely watching the World Cup draw. That was also when they would find out where the team would be playing – and therefore thinking about how to get there. But the draw was scheduled for 5.45pm, GMT. That’s just when they would be commuting home, away from the TV, away from the computer. We did exactly what they would do in the circumstances. We reached for the mobile.