2011 Winners & Shortlists

Results and Effectiveness

WhereIsKatrinaKaif.com was visited by over 500,000 people from 144 countries within 60 days of launch. The campaign is the most bookmarked Katrina Kaif/Etihad story in the world with 1714 Stumbles and 158 Diggs. Etihad’s YouTube channel alone clocked up more than 150,000 views in 2 weeks. Online mentions with the words ‘Katrina Kaif/Etihad Airways’ are currently at 216,000 (Google). Earned media value of US$368,800. Brand tracking studies showed awareness up 33.3% compared to same period the year before – with no additional ad-spend.

Creative Execution

What does Katrina do best? Dance. So we created the world’s shortest Bollywood movie, a 90 second made-for-web video shot in an un-named location (Etihad’s First Class lounge, Abu Dhabi). The video was seeded on YouTube, Katrina’s fan pages, Bollywood sites, blogs, forums, Facebook, Twitter etc. The mystery video paid off with a question: Where Is Katrina Kaif? (driving fans to a dedicated site www.whereiskatrinakaif.com) Once at the site, viewers had to guess the location of the film for a chance to meet Katrina face-to-face. Subtle Etihad branding in the film prompted many correct responses, and spontaneously kickstarted conversations about the product and brand. At the end of the promotion, the site evolved into an Etihad-branded Katrina Travel site – full of her travel tips and stories interwoven with Etihad Product and Service messaging. Thus still live and taking the Etihad story to a whole new world of personal bookmarks.

Insights, Strategy and the Idea

Etihad Airways tied up with Bollywood superstar Katrina Kaif to help raise their brand awareness in India, and connect to a youthful, educated and increasingly affluent demographic. But with very limited advertising budgets, the challenge for the agency was how to leverage the association to create maximum exposure for a minimal spend. Knowing that Katrina is already one of the most searched for celebrities online, and her fans love to follow her movements and exploits around the world through blogs dedicated sites and fan pages, it made sense to build on the hunger for her latest moves by creating a social media story that fans could share and interact with. A story that could infiltrate all digital channels and become talk of the town. So what was the big idea? Simple: WhereIsKatrinaKaif.com