THIS IS YOUR CAPTAIN SPEAKING
Brand | EMIRATES |
Product/Service | NATIONAL PILOTS RECRUITMENT |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Travel, Transport & Tourism, Entertainment & Leisure |
Entrant Company
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
HAVAS MEDIA MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Production Company
|
SERENA MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
The Emirates Recruitment team attracts people from 140 nationalities. But for pilots, they have a problem attracting one particular nationality - Emiratis. They started the National Cadet Pilots Programme, which laid out the red carpet for the right candidates. But press ads and web banners were not getting enough results.
Idea: To get word of mouth among Emiratis, use traditional media unconventionally and get people talking.
The media agency suggested cinema advertising was most effective to reach Emirati youth. A 45-second ad might say it all, but a 15-second ad at the right time might say a lot more.
The execution: To talk to future pilots, talk like a pilot.
We managed a special execution where we got permission to interrupt another cinema ad with a Captain’s Announcement, just like it happens in flight. This caught everyone by surprise, but since the ad was only in Arabic, the message reached the right target audience.
This was the first time ever that any brand in the UAE had used a cinema ad in such a manner to communicate its message.
Credits
Rohan Young |
TBWA/RAAD |
Executive Creative Director |
Sandeep Fernandes |
TBWA/RAAD |
Creative Director |
Sumanth Wilkins |
TBWA/RAAD |
Art Director |
Chris Booth |
TBWA/RAAD |
Copywriter |
Mohammed Shehebar |
TBWA/RAAD |
Arabic Copywriter |
Issam Yassin |
TBWA/RAAD |
Senior Graphic Designer |
Amira Ibrahim |
TBWA/RAAD |
Senior Account Director |
Joe Lahham |
TBWA/RAAD |
Brand Leader |
Sherif Bassiouny |
TBWA/RAAD |
Account Director |
Joanna Chami |
TBWA/RAAD |
Account Manager |
Vishesh Tandon |
TBWA/RAAD |
Account Executive |
Rouba Asmar |
TBWA/RAAD |
Agency Producer |