benchmark report
airline marketing
digital
emirates x google streetview
visit mum
EMIRATES AIRLINES
Emirates has become an airline synonymous with the A380, and has celebrated 5 years of service and 18 million passengers flown on type as illustrated in their celebratory infographic . The airline will boast a fleet of the superjumbo totalling almost 100 when all the aircraft are delivered, and to celebrate this acheivement have now showcased their product online on something perhaps apt for the behemoth of an aircraft. For the first time, Google Maps has taken its virtual Street View mapping inside the Emirates Airbus A380, based at Concourse A of Dubai International Airport. Using the Google Maps software, usually reserved for viewing whole cities, you can check out all the amenities onboard, including the suites, lounges, spas, and even the cockpit.
SEPTEMBER 2013 ISSUE
BRITISH AIRWAYS
With hundreds of feet of aisles, the technology was easily adapted from sitting atop a moving car, to a stationary tripod that was positioned around the plane to create a vir tual world that could be navigated with ease.
Brands usually take two different routes to promote their message. British Airways, instead of a more factual basis behind its adver tising, British Airways tries to connect with its audience on a more emotional connection.
At every few feet, the camera was repositioned and a 360 degree camera shot was taken allowing the viewer almost full control over their experience of the A380.
The airline’s latest “Visit Mum” ad campaign takes the connections par t to a very personal level, and in the first video in the series, explores the connection between an immigrant son in New York and the mother back home that every immigrant and expat anywhere in the world will identify with. Targetting the USA - India traffic routes with very limited direct connections, British Airways are trying to win over their rivals such as Lufthansa and the Gulfbased carriers and generate otherwise
unconsidered travel with a poignant, nostalgic and emotionally exploitative shor t film. The video features a mother in Mumbai talking about how much she misses her son in New York, who hasn’t been back home in the last 15 years; during the video, she cooks her sons favorite meal of spiced Okra for BA to fly it to him in NYC, but instead ends up being surprised when BA flew him back home to meet her and family. Mix that with gorgeous slowmotion shots of quintessential Mumbai, and you have a winner. The video , published 29th of July, has already received over 750,000 views and is already one of British Airways most successful videos on their YouTube channel.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
