Last year Dubai-based airlines Emirates took the world by storm when they released a 30-second ad, shot on Youtube at the top of the tallest building across the globe, Burj Khalifa. If you have seen the ad, you would agree it is an absolute stunner. This ad opens with a formally dressed cabin crew member holding placards with a welcoming message and a calm and composed smile. The magic begins when the camera is panned out to show the mesmerizing skylines of Dubai. While this ad is epic in itself, Emirate’s active social listening takes the concept to the next level. While the ad was received well, there were some speculations about the genuineness of this stunt unless Emirates released behind the seen video to share the hours and days of hard work and perseverance to get a breath-taking visual of that advertisement, using a single drone. At first, the casting call was put out to Emirates’ own crew members; however, to ensure maximum safety, Emirates cast a professional UK-based sky diving instructor and stunts woman Nicole Smith-Ludvik. This enhanced user engagement and the ad collected over a million views within a few days of release.
The ad was made to attract tourists from across the world after travel restrictions to Dubai were waived. This video rightfully drew a lot of attention from around the globe. The marketing team of Emirates showcases remarkable talent through ideation and delivering such content. Certainly, no one will lose the memory of this ad, the brand, why the ad was shot, and Nicole Smith- Ludvik.
Emirates released another video earlier this year where they clearly took their appetite for innovative and peculiar content notches higher. In the latest ad, we can view an airplane and Dubai’s spectacular view. A successful marketing strategy based on 5C’s reiterates the value of making meaningful collaborations. Collaborating with the best and backing up your plan with a solid course of action can put you on top of the world. Quite literally here!
Is there any content that you would consider out of the box in the recent past?