Emirates' "Oyster Catcher
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Major group assignment for Advertising Creativity to design an advertising campaign for a brand.
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Emirates' "Oyster Catcher
- 1. Emirates Global Brand Campaign 2012
- 2. Emirates Brand Positioning “From day one, Emirates has set out to be an innovative, modern, and customer-oriented provider of high quality air travel services. Our brand positioning is that of a leading, international and quality airline serving the global community.” Mike Simon, Senior Vice President, Emirates Corporate Communications, Emirates Airlines
- 3. Business Objectives • Growth through increased market share and brand awareness • Gain maximum PR linked to CSR initiative
- 4. Target Audience 1. New price sensitive customers who seek quality, travel from/to non capital cities. 2. Business travellers – existing and new customers seeking a higher quality service compared to other major airlines. Availability of choice of destination without transfer.
- 5. Consumer Insights What do people currently think? •Airline benefits from cheap/free fuel and a rich middle eastern government. (Too rich and too profitable, possibly arrogant?) •Brand is known but not 1st recall for travellers. •Invests a lot of money in sports sponsorship/advertising. What do we want them to think. •Non stop service throughout 6 continents, Dubai hub i.e. the right connections, not just the major cities. •Competitively priced without sacrificing quality. •Modern, innovative and sustainable alternative providing quality service. (youngest fleet) •Emvironment – efficient , sustainable and respectful
- 6. Creative Rationale • A 3-4 month campaign which reveals the environmental achievements/actions of Emirates and at the same time stays true to brand values of global, non stop, competitive pricing without sacrificing quality Idea background • The Emirates chinaware-EMEG project discards 18 tonnes of worn-out chinaware used on its fleet of 169 passenger aircraft to create new marine habitat in the waters off Dubai. • The new substrate will help replace marine habitat lost via construction of offshore projects along the Dubai shoreline such as the Palm Jebel Ali, Palm Jumeirah and The World islands. • The Gulf Pearl oyster filtering capabilities is essential to the ecosystem.
- 7. The Big Idea
- 8. TV
- 9. Outdoor • A series of billboards that can be used around the world to show the different global cities that ties to the ‘oyster’ idea • “We are blessed at being able to fly non-stop to any point in the world from our home”.
- 10. Metrolites • Targeted at younger and more price sensitive market. • Increasing brand awareness and aligned to values. • CTA to share their own photos on social media platforms.
- 11. Print
- 12. Digital • Banner ads on environmenta l web sights.
- 13. Social Media • Facebook consumer promotion • Like the page • 25 words or less “Where in the world can Emirates take you and why?” • Win a round the world trip for two.
- 14. Gamification • Oyster Catcher Oyster Catcher. Game App • Download while waiting to board plane • Share score and CSR message on Facebook
- 15. Calendar & Cost Action November Decembe January February Budget r TV x x $1m Outdoor x x x x $900k Print x x x x $500K Digital x x x x $500k Gamification x x x $200k Social Media x x x x $200k Estimated budget of $3-$3.5Mm
- 16. Summary 360 Degree Campaign
Editor's Notes
- Thank you for inviting us to present to you today. I am Margaret O’Neill Accounts Director and I would like to introduce you to Melanie Wilde, Creative Director and partner in Wilde O’Neill Designs. We would like to present to you our idea for the next Emirates campaign. The main aim of this campaign is to increase growth through market share and to promote Emirates as the leading global high quality, true value, non stop destination airline operating globally via the Dubai hub. We will present to you today: Background, positioning, target audiences Current customer insights and what we will achieve via this campaign and Of course – the campaign which will cover a variety of media .
- 1. New price sensitive customers who seek quality, travel from/to non capital cities (could be sports fans, family, small business, pro environmental travellers who want minimal transfer) TV commercial Billboard/outdoor Sports events programs/outdoor advertising In flight magazines Digital (website, gamification ,social media and SEO) 2. Business travellers – existing and new customers seeking a higher quality service compared to other major airlines. Availability of choice of destination without transfer. Billboard Sports events programs/advertising Newspaper
- Emirates is a more expensive airline that only flies to Europe and the middle east. Emirates is a new brand that don’t have the experience that other leading global brands share. I don’t really know much about them or what they provide, I don’t know many people who have flown them. Emirates is a modern alternative to my national airline providing quality service. Emirates flies globally to all key international destinations with the right connections. Emirates cares not just about its customers but its impact on the environment. Emirates has its own internal programme called Em vironment that is focused on emission and fuel savings, air traffic control, waste and our supply chain http://www.emirates.com/au/english/environment/environment.aspx model is to operate a high-quality airline and brand, flying a fuel and emission efficient fleet, offering travelers true value across a global network through our Dubai hub This is as true today as it was in 2005 and earlier again There are two ingredients, however, that stand out; and increase in importance each and every day I’m referring to our brand and our network Valuable, successful airlines today are brands – Southwest is a strong domestic brand of value, Emirates is a strong global brand of high-quality… The power of brand in our sector cannot be overstated Emirates, for example, invests in sporting franchises over some other forms of marketing because of the brand impact such partnerships can offer The second point I mentioned is network If an airline’s hub is its heart, then the coronary circulatory system is its network While we constantly fine tune the network, and even very occasionally trim or remove unprofitable elements of it, our model is to utterly respect the interconnectiveness of a global platform I’m willing to confess to one advantage we enjoy over some competitors, namely geography We are blessed at being able to fly non-stop to any point in the world from our home More of these far-flung cities have come on-line since my last visit, such as Cape Town, San Francisco, Los Angeles and Guangzhou But it is how we have managed and integrated this network that is the key to this recipe Emirates prices its tickets commercially, competitively and fairly for consumers in all markets it serves
- http://www.youtube.com/watch?v=-ucMe_G68-k&feature=youtu.be model is to operate a high-quality airline and brand, flying a fuel and emission efficient fleet, offering travellers true value across a global network through our Dubai hub. Emirates continues to establish itself as a global brand Emirates has used sports and event sponsorships as the cornerstone of its marketing strategy to communicate to the masses The goal is to put together a comprehensive campaign that builds our credentials as a corporate citizen and truly promotes local social, cultural and community events. As a brand who’s name in synonymous with a particular region of the world, it is important to link to local and global visual cues to increase connection to the brand. Also, equally important is Emirates personality as an innovative airline that always offers state-of-the-art in everything that they do.
- In the airport, on motorways.
- EDM To celebrate regeneration of ocean bed , targeted eDM to Business class travellers – buy one business class ticket , get second free. Insert banner image of crockery falling, copy and click through fo final scene.
- Thank you Reminder of how output meets objectives. Questions and Thanks