2016 Winners & Shortlists

Brief Explanation

To drive Jazeera Airways as the airline brand of choice for the nation by overcoming the negative perception it was just another money-making corporation with no interest in empowering the community around it. We wanted to show that Jazeera Airways delivers the highest standards to its passengers – not only when they fly with the airline but also when they’re not. While passengers are guaranteed a brand new and modern fleet, travel facilities to meet every need, and technological advancements in managing their flights, we wanted to prove how Jazeera Airways cares even when it’s not related to the bottom line

Results and Effectiveness

As an airline, Jazeera Airways primary responsibility has always been to ensure the best flying experience for its passengers. “Flying your dreams” became a campaign that involved the love of flying as well as showing that the brand actually cared for its community without caring about the bottom line. The dreams of the two boys were to become pilots that their individual disabilities would not permit. But with the resources available to the airline, and under careful supervision, Jazeera Airways proved that dreams do come true and even if the future held other plans for these children, for one day, they would get to live out an unforgettable experience.

Creative Execution

“Flying your dreams” sought out the most vulnerable members of society – disabled children – and fulfilled their ambition and passion for flying. We found our first two beneficiaries: one was a boy called Mishari who was a skilled artist and had dreams of becoming a pilot – however one that autism would prevent from coming true. Second, a terminally ill child called Ali. They received the opportunity to learn from the Senior Captain, sit inside the cockpit, become a First Officer and even received honorary Jazeera Airways Captain’s badges. These human-interest stories were shared across Jazeera Airways’ social networks.

Insights, Strategy and the Idea

Kuwait is home to over 4 million people; about 1.2 million of who are Kuwaitis and permanently reside in the country and the rest are split between professional and unskilled expatriates mostly from neighboring countries, who seek domestic airline options when flying home. Our research also helped us arrive at two insights about our consumer – with a 90% smartphone penetration in Kuwait, our audience is constantly “logged-in” and being engaged online. Then, emotional, human-interest stories reverberate highly with people and this type of content is largely consumed digitally via social networks especially Facebook and Twitter