2008 Best Use of Strategic Insight Winner

TITLE Keep Discovering Emirates
AGENCY Initiative
CLIENT Emirates

OBJECTIVES
Previously Emirates’ target audiences were no more specific than “business” or “leisure” travellers. Initiative believed vastly different segments existed, with unique behaviour and attitudes toward travel and airline affinity.

CAMPAIGN
Initiative conducted a robust quantitative segmentation and identified opportunities for Emirates, to drive strategic and implementation planning. “Young Culture Seekers” craving adventure and cultural experiences were not a target previously believed to offer significant opportunity –Initiative unearthed their strong brand affinity.

“Affluent Empty Nesters” often dismissed Emirates as a dry airline –no alcohol. Research revealed that food, wine and inflight service was important for driving consideration for this group. Initiative unlocked what messages were required and how to reach each segment.

RESULTS
The campaign helped deliver outstanding revenue and branding results: Revenue rose 38% against a target of 25%; acceptance was up 9%; there was a 10% decrease among “tolerators, resisters & avoiders”; and Emirates’ top-of-mind awareness increased.

Judges’ comments
Good use of research and audience segmentation that had a good grasp of objectives and clearly lead to insights, which drove channel selection.