2013 Winners & Shortlists

Results and Effectiveness

The campaign covered 20 markets delivered 450 million impressions* • We have seen 11% uplift against innovation, adventure and our culturally progressive attributes** • 56% of channel visitors said that it improved their opinion about Emirates** • 52% learnt something new about other cultures and 73% liked the Yahoo channel** • 8 million views of “Inspired Culture” were generated by 4.7 m users globally with 200,000 articles shared*** • 60% of users decided to engage with the Harmony Adtouch • Facebook fan base grew from 110,000 to over 1,000,000 over the campaign period****

Creative Execution

We commissioned BBC to document the most authentic cultural fusion experiments and created a new channel on the leading global content platform – Yahoo. Triggered by powerful vignettes, and with help from Yahoo reporters in 20 countries around the world, we unearthed amazing stories. Did Karaoke conquer the world faster than Falafel? Have you tried lemongrass ice-cream or edamame hummus? Four million visits later, we convinced people they are not from one place. They’re a collection of experiences. We launched a symphony composed by artists from around the world and dared people to take part by adding their own tunes. Users experienced harmony by uploading a video or audio file on the site. To reach our on-the-go target, we tackled tablets with an innovative swipe-through execution leading to our mobile enabled site. We lived the brand promise. And you’re more connected than you think.

Insights, Strategy and the Idea

The world is changing. We are different. Innovation and technology are making earth more discoverable than ever. We all keep a collection of small yet immensely meaningful travel memories dear to our heart. To us, it’s more than just a flight. In the meantime, the travel industry is busy boasting legroom, inflight entertainment and lounges with three choices of sparkling water. And if you’re following the news, you know it’s been a bumpy ride for the travel sector with stiffer competition, more alliances and much more aggressive marketing. To connect with these global experience hunters Emirates must depart the travel brand positioning and join the likes of Apple or Nike in the lifestyle category. But there’s a catch. Telling is not enough, we had to show them. But how do you convince Globalistas that the most profitable global airline in the world can go through such a dramatic shift of attention?