Emirates Movie Index TBWA\RAAD Dubai para Emirates Holidays

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Emirates Movie Index

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Sector Agencias de viajes, operadores turísticos
Media Case study
Mercado Emiratos Árabes Unidos
Agencia TBWA\RAAD Dubai
Chief Creative Officer Walid Kanaan
Executive Creative Director Fouad Abdelmalak
Creative Director Manuel Bordé
Art Director Gabriel Gama
Copywriter Guilherme Grossi
Agencia de production Plot Studio
Publicado abril 2016

Premios

Dubai Lynx 2017
Branded Content & Entertainment Entertainment: Use of Brand or Product Integration into Existing Content Silver
Promo & Activation Use of Promo & Activation: Use of Broadcast Silver

Creditos y descripciones

Media: Case Film
Client: Emirates Holidays
Product: Emirates Holidays
Agency: Tbwa\Raad Dubai, United Arab Emirates
Entrant: Tbwa\Raad Dubai, United Arab Emirates
Product/Service: Emirates Holidays
Idea Creation: Tbwa\Raad Dubai, United Arab Emirates
Media Placement: Omd Dubai, United Arab Emirates
Chief Creative Officer: Walid Kanaan (Tbwa\Raad)
Executive Creative Director: Fouad Abdelmalak (Tbwa\Raad)
Creative Director: Manuel Borde (Tbwa\Raad)
Art Director: Gabriel Gama (Tbwa\Raad)
Copywriter: Guilherme Grossi (Tbwa\Raad)
Head of Production: Rouba Asmar (Tbwa\Raad)
Head of Client Services: Joe Lahham (Tbwa\Raad)
Account Director: Monisha Mirchandani (Tbwa\Raad)
Account Executive: Heba Younes (Tbwa\Raad)
The Campaign:
The Emirates Movie Index: Holiday packages that fluctuate according to the movie plots. In partnership with top TV networks in UAE, we used prime movie slots to sell destinations in real time. By using real-time banners, we displayed offers that went down every time something went wrong in the city featured in the movie; and up every time something went right. So, for example, if Aliens attacked Los Angeles, the price to LA went down instantly. If the aliens were defeated, the price went back up again, etc.
We selected movies that covered over 16 destinations, with some of them covering even multiple destinations at the same time. Using all types of genre, from action to comedy to sci-fi and even Bollywood.
Creative Execution:
A list of movies from the channels' programming grid was carefully selected depending on the location their plot took place - Locations that would match Emirates Holidays' offerings. These movies were reviewed and key plot moments were identified, all of them related to that particular location. Some of them good and some of them bad. These moments made the price of the city fluctuate up and down, depending if they would value or devalue the place. A banner was placed during the film with a starting price, as soon as there was a turning point the price changed and a call to action to book the ticket at that price at the call center was always present. The current price was available until the next turning point, where the banner announced once again the price variation.
Describe the success of the promotion with both client and consumer including some quantifiable results:
The Emirates movie index reached over 700,000 people across the UAE. In a span of a month, over 9,000 holiday packages were sold. The lowest season for Emirates Holidays had an increase of 16% in sales in comparison to 2015.
Explain why the method of promotion was most relevant to the product or service:
The Emirates Movie Index was a fun and innovative promotion linked to the films we love to watch, we carefully selected the movies according to locations contemplated in our offers and the target audience each movie had. After being impacted by the price fluctuation and the call to action, people could instantly buy the tickets at their current prices through the phone. Movies were already influencing consumers about traveling. We just made sure to take advantage of this behavior by offering the destination at the right time in the right place.
Tourism Competitive Intelligence, a research agency, estimated in Nov 2015 that some 45 million international tourists each year chose a destination because they'd seen it in a film or TV show. This would be our main ignitor for a TV activation. The TV channels would send us the complete movie grid, and we would cherry pick the movies with locations that matched our holiday offerings. We made sure the channels, film slots and content of the movies would appeal to our target audience, which is pretty much everyone that can afford a holiday package. The call to action was given in the most friendly way possible for users, without spoiling their movie experience. All they needed to do was contact our call center and book the package with a certain period of time.