Emirates Airline and its media agency Havas Media Group have partnered with Microsoft Advertising as one of the key partners for its global brand campaign.
The campaign spans 25 markets, including Australia, China, India, Singapore and Taiwan, and runs across services including MSN, Xbox, Windows 8 and Skype on four different screens (PC, TV, tablet and mobile).
The campaign has also been translated into 12 languages. It aims to raise brand awareness among a target audience of football fans by driving views of a video — created by BBDO — featuring football legends Cristiano Ronaldo and Pele aboard Emirates’ flagship aircraft, the Airbus A380.
Once users have watched the video they are prompted to click through to the Emirates World Cup microsite, which features an extended video with the two football stars and a visual walk-through of the new Airbus A380.
This new campaign, which launched on 28 March at an event in Madrid will run until 21 April and leverages a variety of ad formats and interactive technologies and aims to deliver over 400 million impressions around the globe.
As part of the deal, Microsoft will design the Emirates Airline page on the MSN World Cup channel in the majority of markets involved in the campaign, featuring specially designed page skins and takeovers. It will also Microsoft build the creative, translation and invest in research of the campaign effectiveness.
“For this digital campaign, we were looking at reaching as many customers across as many platforms as possible,” said Christopher Galanto, Emirates senior vice president, advertising.
“Emirates came to us with the challenge of opening up its premium brand to a wider audience, both for this brand campaign and beyond,” Frank Holland, corporate vice president, Microsoft Advertising said.