2012 Winners & Shortlists

Results and Effectiveness

The campaign generated a CTR of 0.95%

Creative Execution

The banners take on the format and style of a music countdown chart – much in the contemporary style of the Billboard music charts. This would be to relate back to the Spotify platform and its emphasis on music so that the Emirates brand will also be associated with the latest trends. On our countdown however, we have 5 entries in the chart, each complete with a visual icon or ‘album cover’, title and brief description. The album covers will feature varying images of Emirates cabin crew. Each of these 5 entries corresponds to a benefit of working at Emirates as a part of its cabin crew.

Insights, Strategy and the Idea

Emirates wished to use Spotify, a popular music streaming platform, to reach out to young people in the UK and France as potential recruits to their Cabin Crew Team. We found that the banner and synced audio spots ran between the songs that they were listening to and we realized that the target market would not be in the ‘job-seeking’ frame of mind (even if they were looking for jobs) in that particular point in time and thus, any advertising would be tuned out. Therefore, we hit upon the idea to deliver our message within the context of music. To that end, we created ‘The Top 5’, a music countdown featuring well-known songs that each related to the top five reasons why joining Emirates Cabin Crew is a sound career decision, complete with album art featuring images of Emirates Cabin Crew and a radio DJ in the synced audio spot.