Emirates Airlines selected Refuel Agency’s Diversity Ad Network ™ (DAN), to reach Indians residing in the U.S. The goal was to encourage brand loyalty and highlight the benefits of the airline for frequent trips home.
The comprehensive three month Emirates digital campaign focused on creative media executions nationally, as well as reaching Indians in Emirates’ 10 US Gateways. The primary KPI was lift in consideration, measured by an outside research firm with a secondary KPI for viewability. Video and digital elements, including standard and high impact mobile interstitials and half page ads were included.
Mobile interstitial units had a strong CTR of 2-3% (industry average is 1-2%). The 160 x 600 units averaged a 0.20% compared to the industry average of 0.06 – 0.08%.