When Katrina Kaif, Bollywood superstar and Most Googled Woman On The Planet, became Etihad's brand embassador we had to leverage her profile.
"Where Is Katrina Kaif?". An online mega-activation driven by social media and PR. Kicked off by the"social disappearance" of our starlet from all her online channels simultaneously, for days on end. The interwebs were buzzing: "Where is KK?". Then we seeded a series of fuzzy, unbranded, mobile clips of Katrina in an obscure environment... directing people to an unbranded site to answer the question and help find her.
Responses flowed in, in the hundreds of thousands. Then we released a "reveal video" answering the question...
Surprise... she's hanging in the Etihad lounge! And having too much fun there to bother keeping up appearances online.
– Over USD 360 million in earned media, for a zero-paid media campaign
– The biggest social media experiment for the airline, ever
– The most bookmarked Katrina Kaif story in history
– A hugely happy client
– And... one very happy recipient of a lunch with the Bollywood beauty.
Katrina followed up with other branded content – eg. her month's favourite destination, along with a bevvy of extras: blogs entries, reviews etc.
And finally... A highly successful social promotion calling for fans to share videos of their own Bollywood dance moves with the world.
We conducted the country's first fashion shoot in the air. Stylish, desirable and just a little bit quirky. Just like KK.