| Brand | EMIRATES AIRLINE |
| Product/Service | EMIRATES NETWORK |
| Entrant | IMPACT PROXIMITY Dubai, UNITED ARAB EMIRATES |
| Category | Use of Digital Media (Including Internet, Mobile Devices, etc) |
| Entrant Company: | IMPACT PROXIMITY Dubai, UNITED ARAB EMIRATES |
| Advertising Agency: | IMPACT PROXIMITY Dubai, UNITED ARAB EMIRATES |
Results and Effectiveness
The campaign generated a CTR of 0.95%
Creative Execution
The messaging on the banners would directly reflect what is happening during the match, there & then, in real time. We would then tie that messaging in a clever way back to one feature of Emirates’ services and product.
Insights, Strategy and the Idea
Insights, Strategy and The Idea We wanted to use popular cricket websites like Cricinfo during the Cricket World Cup due to the increased traffic. We knew however, that users would be fixated on the scores and pay scant attention to little else. Therefore, instead of trying to draw their attention away from the cricket, we drew Emirates into the cricket.
Credits
| Rodrigo Mavu |
Impact Proximity |
Creative Director |
| Mark Fillon |
Impact Proximity |
Copywriter |
| Taraka Tennakoon |
Impact Proximity |
Art Director |
| Ahmed El Gamal |
Impact Proximity |
Account Executive |
| Syed Azeem Afzal |
Impact Proximity |
Technical Director |
| Richard Macbeath |
Impact Proximity |
Client Services Director |
| Oussama Gholmieh |
Impact Proximity |
General Manager |