2015 Winners & Shortlists

The Campaign

Planning this integration with one of the world's largest airlines on the Arab world’s leading TV station MBC was no easy task. Based out of Saudi Arabia, the MBC channel which hosts Arab Idol is regulated by strict guidelines which prohibit the display of any alcohol or marginally explicit material. Throughout the filming of the integration pieces, a special effort had to be made to exclude any alcoholic beverages being shot in the camera frame. This was made even more challenging for us given that Emirates follows strict guidelines for service delivery and product consistency. Though some of the filming took place on-board operational flights, logistical arrangements had to be made so that the A380 Bar lounge and the Food & Beverage services adhered to these stringent guidelines. Nonetheless, the production and flight staff teams were able to make all the necessary arrangements without upsetting either party’s operational guidelines.

Results

Unifying a region occupied with unrest is no easy task. As is bringing hope to those who don’t think it’s there. But since 2012 through a shared love for music, a program that connects hearts and borders has made it seem possible, and Emirates wanted to increase these odds. This was Arab Idol 2014 but this was no ordinary program integration. With Emirates everyone’s journey is important. It’s more than a luxury airline, it’s a brand which connects people and brings dreams to life. Our idea for Emirates’ unique brand-integration with the region’s biggest show was to put the contestants first, and not Emirates. Just as their journeys to stardom began, we were there to make it even bigger. By organically integrating into Arab Idol’s storyline, and searching for Emirates’ Stars of Tomorrow, we could highlight business offerings and emotionally connect to the region in a new meaningful way. Nervous hopefuls auditioned for the chance of getting an ‘Emirates Golden Ticket’, their ‘boarding-pass’ to Beirut. Shown 165 times in just two episodes it was an instant emotional hit with our audience. As the judges’ flew across the region and Europe, showcasing Emirates’ route networks, users followed the contestants’ audition journey via exclusive online content and our game ‘Emirates Tune Journey’. For the final 20, a Dubai trip provided some deserved pre live-show relaxation highlighting business offerings from Arabian Adventures, Emirates stores to premium-class services. In the studio, contestants relaxed in an A380 Business Lounge, and throughout users streamed their songs through our Emirates Anghami App. The excitement continued online with branded MBC pages, social media and competitions. With six left, an Emirates Holiday to Mauritius became the backdrop for their ‘voter profile’ and for the winner, first-class tickets to the Seychelles to end their dream journey to stardom.

The reality nature of the show meant we were able to showcase all of Emirates offerings via the contestant’s story line. From the offset, the Emirates Golden Tickets engaged users and our judges, particularly on social media. The Emirates Arab Idol website gave users the opportunity to find out more about their favourite contestants, re-watch the lives and view behind the scenes content: A380 bar, Emirates flights, airport lounges, Dubai and Mauritius trips. This continued via our Anghami app sponsorship - streaming all contestants’ songs – and our ‘Emirates Tune Journey’ competition where users spun the globe to win.

- Integrated every Emirates USP across all business units - airline, travel and tourism - Had reach all across the MENA region - Peak GRP/spot of 96.7 in KSA (estimated 30), 28.4 for UAE (estimated 18) – based on Arab Idol 2013 achievements - Entire program: 18,100GRPs in KSA, 3,165GRPs in UAE - Reach: 65%+ in KSA, 25% in UAE* - KPI to achieve 60% Reach is KSA and 20% Reach in UAE - 2,560 Twitter mentions by 1,529 users (c. 177M impressions) - 7.2M page views with over 41.5M impressions - Emirates’ Tune Journey: 622 participants who played the game over 8,633 times - UAE Top 10 Buzz Rankings 2014: No.2 ** - Top Buzz Rankings: Travel & Airlines UAE: No. 1** - Top Buzz Rankings: Airlines KSA: No.1 ** Emirates had never done a TV brand integration like this and were somewhar skeptical at first. But based on our execution, connection to the audience and the fantastic results Season 4 isn't far away. * IPSOS Statex ** YouGov Research in KSA and UAE (Jan-Dec 2014)