2020/2021 Winners & Shortlists

Summary

flyadeal is the everyday low fares airline in Saudi Arabia with 97% of sales generation come directly from online advertising purely. One year after the launch of flyadeal, it has achieved 14% of capacity sharing on key domestic routes, challenging the incumbent Flynas that was launched in 2007 with 26% of share. The company wanted to make a spectacular push to drive awareness of its “Fly for Less” positioning. flyadeal wanted to provoke the ultimately social and fun young Saudis through the usage of a prank that convey the low fares message and makes it stick in the consumers’ minds. All of the company’s advertising is executed through digital channels which allowed the client/agency team to manage and moderate the campaign in real-time, driving the engagement and amplifying the results we both aim to achieve. flyadeal wanted to win the hearts and minds of savvy Saudi consumer for a genuine no-frills proposition without overpromise: you get exactly what you pay for! We pranked the nation. The teaser video mimicked a serious corporate video hammering on the fact that only 46% of flyadeal cargo space is utilized, to brainstorming the breakthrough in aviation: placing passengers in cargo space to lower the cost. Obviously, there were issues to resolve. How do you go to the toilet? How do you provide ventilation? What if you are too tall? flyadeal engineers provided solutions to these enticing questions. After the launch of the campaign, the results exceeded all expectations event the client’s. The daily average of engagement was more than tripled during 5 weeks of the campaign launch. Also, new daily users spiked by 774% on day one and sustained an increase of 92% over 5 weeks of the campaign. We witnessed a rapid buildup of awareness of our main concept which is simply flying for less. The only variable factor during this period was Cargo Passenger Class communication. The prank phase of the execution was sustained for 11 hours. There were no other initiatives at the time. The reveal phase lasted 4 weeks. There were no new marketing efforts during this period. flyadeal run search and the always-on lowest fare communication in social media at the level unchanged from the previous period. Owned media included organic postings on Twitter, Facebook, Instagram, Snapchat and LI. After the execution phase, we created a landing page on flyadeal.com with an extensive information about Cargo Passenger Class and the possibility to book a place on the first flight. We have also sent a promotional email to the registered flyadeal database in order to widen the reach of our core message to our intended target audience that is interested in what we are offering, and at the same time, they aim for the same message we want to convey which is flying for less or in other words, saving as much as they can while having an experience that is up to their expectations. During the course of the campaign, flyadeal revenue went up by 75%, and the number