benchmark report
airline marketing
traditional
all time greats
peace
EMIRATES
Mirroring Turkish Airlines’ phenomenally successful Kobe vs Messi campaign , which featured the two spor ting giants on both their plane and around the airline’s destinations, it is no surprise that another airline has mimicked the concept, especially with the FIFA 2014 World Championships in Brazil coming closer. Featuring current soccer star Cristiano Ronaldo and football legend Pelé, we see two world-famous faces onboard Emirates A380 flagship aircraft. The shor t and simple tale showcases the aircraft’s well-known premium products such as First Class showers, the Business Class cabin and the onboard bar, all successful products for the airline. The commercial offers an air of humour as two passengers whisper about the football
APRIL 2014 ISSUE
S7
star, which gets revealed within the minute long adver t, is actually Pelé, even though the viewer is lead to believe the hero of the film is Ronaldo. Helping promote the video, which as well as a TV commercial, is an online #AllTimeGreats campaign, which asks viewers ‘who’s the greatest?’ Whilst the campaign probably won’t reach the same level as Turkish Airlines 244 million views, the video has generated 1.25 million hits on YouTube in just 5 days.
Russian low-cost carrier S7 latest campaign is a daring initiative amidst the current unrest between Russia and Ukraine. By installing giant banners overnight in the center of Kiev and Moscow on March 13th, the airline showed its commitment to people living in both cities, asking for peace on both sides. The campaign was timed to start a day before the Crimean referendum.
involved in a brave and socially-responsible campaign. Print ads carrying the same message were also placed in federal newspapers and magazines.
The massive banners (video ) found across both cities show the words Moscow on one side, and Kiev on the other with a peace sign in the middle. Although it’s quite a simple message, S7 has done a great job in taking a highly sensitive political topic, and turning it into a branding opportunity. Utilizing more than 20 of Moscow and Kiev’s biggest outdoor advertising spots – including the largest video screen in Europe – S7 is
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
