Meet Me There
Emirates Group – Emirates Skywards
Issue 29 | December 2013
Agency
Horizon Draftfcb Dubai, Blue Barracuda Dubai
Creative Team
Executive Creative Director: Christian Khoury Digital Creative Director: Andre Amaral Senior Developer: Aarif Nazir Senior Project Manager: Nader Yassa Art Director: Christopher Adajar, Chaitanya Kolwankar Copywriter: Gemma Louise Wainwright
Date
March 2013
Background
The objective for Emirates Skywards was to grow new and active members in 3 weeks using the snowball recruiting technique. Horizon Draftfcb Dubai and Blue Barracuda Dubai planned to target those who love to travel and, through them, hoped to reach as wide a network as possible of like-minded travellers.
Idea
Emirates Airline's brand message is about connecting people to new experiences, new cultures, and new ideas. The creative solution and strategy was based from the insight that the only thing more satisfying than having an adventure is to have it with those who mean the most to you. An interactive Facebook competition was created that gave the user a chance to win the trip of a lifetime to one dream destination with 5 of their closest friends, "Meet Me There: 6 friends, 1 amazing destination".
The promotion worked by a person logging into the Facebook app and inviting five friends of his/her choice from anywhere around the world (Emirates Skywards and non-Skywards members). The entrant would then choose one Emirates route destination on an interactive map. All participants would need to become Emirates Skywards members if they were not already in order to be eligible for the prize won through a weekly draw. By this simple act they could go on the journey of a lifetime from wherever they are located, to the Emirates destination they chose.
Results
During the competition period, Emirates Airline acquired 18,586 new Emirates Skywards registrations via the Meet Me There application.
The number of likes on the Emirates Skywards Facebook page increased by a total of 270,000 throughout the competition. After factoring organic growth into the total number the competition garnered a total of 244,000 direct likes (that's approximately 1000 fans/day).
Overall, the value of new members equated to over $121,000.
Comparing the success of "Meet Me There" with what is regarded as one of the most successful tourism campaigns ever (Australia's "The Best Job In The World"), Horizon Draftfcb received near equal entries on almost ¼ of the budget.