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
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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: info@eyeblaster.com
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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. Eyeblaster’s 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 campaign’s 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, Emirate’s 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
Here’s a toast to a
campaign well-done.
© 2010 Eyeblaster Inc. All rights reserved l www.eyeblaster.com l Email: info@eyeblaster.com
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