ObjectiveEmirates Airlines created the “Little Extras” campaign to appeal to savvy consumers who appreciate the subtle but important differences in travel that can have a big impact on comfort, enjoyment, and productivity. Havas looked to Microsoft to help this campaign take flight across digital screens and illuminate the ways the Emirates brand has set apart their passenger experiences from competing airlines.

SolutionMicrosoft was uniquely suited to bring this campaign to life through creative sequencing across screens, taking viewers on a rich, linear flight tour that started with an exceptional meal, progressing to a visit to the onboard lounge to meet new friends, and culminating in a relaxing, in-seat entertainment experience. The campaign spanned powerful Microsoft consumer platforms including MSN, Xbox, Skype, Windows, and mobile. No matter where the viewer was, they would receive the next sequence of the campaign that continued the story.

Emirates Airlines “Little Extras”

Microsoft Advertising

Campaign soars with multi-screen creative sequencing

Ads in Apps experience

unique in-market travelers viewed the ads1

the average click-through rate for display campaigns1

video completion rate1

7M

+55%

4x

Campaign Performance

increase in likelihood to visit the Emirates website versus those not exposed to the campaign2

7.5xBrand Performance

lift in purchase intent for viewers age 25-44 over those not exposed to the campaign2

64%

lift in people searching for Emirates Airlines branded terms3

32%

ResultsBy revealing this rich campaign in chapters as consumers changed devices throughout the day, Microsoft was able to help Emirates create a deeper, more engaging ad experience, and exceed their campaign goals.

ConclusionThe Emirates campaign had a perfect landing with their target audience, through Microsoft’s sequential storytelling across platforms, proving the “Little Extras” really do make a difference.

This campaign ran on:

1. Microsoft Internal, 2. Nielsen Online Brand Effect study 3. Microsoft Engagement Impact Study Campaign ran from October-December 2014