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?
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).
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
Midway through the campaign, the Genesis won the highest ever safety rating in Australian history. Spurning these radio commercials:
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...
Meanwhile, DM allowed us to riff on the original idea in a way that you could touch and feel.