On Black Friday, most people think about buying electronics, appliances & fashion. Plane tickets just aren’t on their horizon. Bad news for an airline having a global Black Friday sale.
Google data revealed that sale research begins as early as October. By tapping into shoppers’ search behaviour, we made hyper-personalised YouTube pre-rolls that suggested they fly to buy their dream products, with the money they’d save on our discounted fares.
For the first time, an airline used interest for consumer products to sell destinations instead. Did it work? The conversion rates resulted in shattering all eCommerce records in Etihad's 20-year history. Ka-ching!
Raising awareness about gender pay inequality through the medium of art. 19 bold women in Dubai stepped forward and left their canvas incomplete to make a powerful statement. The world took notice.
To stand out from the crowd, we wanted to remind people about the importance of kindness in Ramadan in Saudi. This was the pitch-winning film that was made in the lockdown.
During COVID, so many passed away leaving many things unsaid. What if an insurance policy helped their loved ones get closure?
We said we’d give away a car on April 1st. What if we weren’t fooling?
For the Vivo V25 launch, we had to connect with content-capturing millennials. Y’know, the ones who like to shine in the day & glow at night. Went glamping with the charming Aseel and killed two birds with one phone.
Launching a crossover to thumbing millennials was a challenge. So we reminded them that you don't get a second chance to make a first impression. Kicks became the category leader in just 5 months. Epic.
The hours of crafting that went into this made it all worthwhile. John Hunt used to encourage us to ask: "What if...?" We made the juries ask: "Is it cake?"
Nothing like a good print ad to remind us why we're in this business.
