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Case Study: Etihad Airways and rumbo.es put on a stellar display

By Olivia Atkins, Writer

April 17, 2019 | 3 min read

Appetite Creative was briefed by Etihad Airways about the launch of its new route between Abu Dhabi and Barcelona. To celebrate, partners rumbo.es gave the agency a little extra spending money as a prize giveaway and asked them to create a mesmerising digital experience to attract new passengers.

Background

Etihad Airways has always strived to be the best airline in the world and to connect the globe via Abu Dhabi. The airline has combined Arabian hospitality with its world-class business and leisure reputation, to bring this on board each flight.

On Etihad Airways flights, the customer always comes first and no request is too grand, with the utmost comfort available and very latest technology on offer.

Strategy

Bearing this in mind, Appetite Creative started ideas for the campaign by deciding to treat every passenger as if they were in first class. There would be no queuing up with other passengers, no waiting to board, a personalised service of the highest quality to experience - from hand soap to champagne provided with just the glance of a head and screens installed in every seat.

With a desire to create subtle, unobtrusive creative that used cutting-edge digital marketing, the team was keen to combine the theme of travel with wonder, conscious that any hint of attitude would not be accepted on board this flight.

Designing the webpage as a traveller's book meant that the banner wouldn't interfere with the user's screen, but it would allow for extra information to be added in easily.

Process

The Appetite Creative created a banner that sat at the top of the page, with an option to expand. Once opened, the creative took over the screen like a friendly air steward. Once closed, passengers were free to enjoy whatever they liked without being worried that they would be harrassed throughout the rest of their experience.

The full screen takeover required a strong CTA to gain the trust of the user; so that each click through guaranteed consumers with worthwhile content.

Once expanded, the user was presented with an Etihad plane that soared across the screen, followed by a pop-up style animation of a sailboat sailing across the ocean. A cityscape in the background was then blasted with dazzling fireworks and the final opportunity - to win €300 with rumbo.es - was revealed.

The CTR of 1.13 (almost six times the benchmark) proved just how effective was with consumers.

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Appetite Creative

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