1. Emirates Enjoys a Quick Take-Off Campaign Launched in
Campaign ID Record Time with Smart Client: Emirates Versioning
Campaign: Business Class Cabin Fares Eyeblaster Products Used:
Smart Versioning, w r Data Capture u Creative Agency: Chemistry e
Media Agency: Starcom Mediavest s i w h p c l u u c Campaign Goals
Emirates were looking to promote their special business class fares
and encourage bookings. The offer was only to be available for 1
week, therefore raising its appeal to consumers. Emirates also
wanted to ensure that although this is an offer led campaign,
travelling with Emirates in Business Class is an accessible yet
uncompromised experience. Primary Client Objective Raise awareness
of the business class offers from London Gatwick and Birmingham and
grow premium business class traffic. The Challenge: Rapid
Turn-Around The creative agency knew that they would only have 8
days to get the banners live from the moment Emirates committed to
a campaign. As the campaign included dozens of different options to
promote reduced flight fares for business class, they needed a
solution that would enable them to quickly produce all of the ads
required. 2010 Eyeblaster Inc. All rights reserved l
www.eyeblaster.com l Email: [email protected] Page 1
2. The Solution: Smart Versioning By building a shell template
with editable areas enabled by Smart Versioning, the creative
agency was able to have it tested and approved before even being
briefed on the campaign specifics. Once briefed, they were able to
quickly edit assets of the ad without building new ads from scratch
for each version. Eyeblasters Smart Versioning tool enabled the
agency to easily change the price, takeoff and destination cities
to reflect the airfare specials on the fly. Without Smart
Versioning, the agency would have had to build and upload dozens of
different ads, a time-consuming, costly and painful process.
Campaign Execution The one-week campaign focussed on geographic
locations relevant to the offer within the campaign and ran across
sites of the Telegraph, Guardian, FT and Reuters. In addition, each
of these sites also incorporated business and travel targeting in
order to reach the selected audience. Results: Nearly Double the
Benchmark CTR was the primary digital success metric used for this
campaign. Using the Dynamic standard ads built with Smart
Versioning, the campaign delivered a CTR almost double the standard
banner benchmark CTR of 0.07% in the Travel vertical. The campaigns
high CTR is even more significant given that the target audience
was a very focussed and exclusive one of business class travelers
over a very short time period. In addition, Emirates Omniture data
confirms that the campaign delivered 276 flight bookings. Smart
Versioning allows Starcom to be more reactive to our clients needs
within a condensed timeframe. As the campaign needed to promote a
variety of Business Class routes, the Eyeblaster tool was able to
assist in producing multiple ads instantly. Joanna Poulton,
Associate Digital Director at Starcom Heres a toast to a campaign
well-done. 2010 Eyeblaster Inc. All rights reserved l
www.eyeblaster.com l Email: [email protected] Page 2