THE PROBLEM
Etihad Airways had just been awarded World's Best Long Haul airline, but with next-to-zero-budget, how were we going to make some noise?
THE SOLUTION
We took the perceived weakness of YouTube pre-roll media: the skippable ad. And turned it into a strength. By creating some of the world's fastest creative – and conveying that time flies when you're having fun (with Etihad).
THE RESULT
A charmed public... via YouTube/ Vimeo etc. An 8% surge in online bookings during the campaign period. And a host of local award nods.
THE PREROLL FILMS
PRINT/ POSTERS
When it came to advertising specific routes via posters and print, a more tailored approach was called for.
The UK to Australia route, for exmample, is the longest and hairiest in the system...
DIRECT MAIL
Meanwhile, DM allowed us to riff on the original idea in a way that you could touch and feel.