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A CLASS ABOVE CAMPAIGN
DEMONSTRATING A PERFECT JOURNEY
ON BOARD OF ETIHAD AIRCRAFTS

REDEFINING THE FLYING
EXPERIENCE WITH ETIHAD

Etihad aims to demonstrate the ultimate Arabian hospitality from culture, warmth, generosity and consideration and elevate Abu Dhabi’s prestige simultaneously

Etihad graphic   Etihad graphic   Etihad graphic
Etihad graphic   Etihad graphic   Etihad graphic

The Challenge

To create a Global Programmatic campaign in 18 languages that can be automatically optimised to maximise its effectiveness.

We worked on two creative routes:

Route 1: Etihad have re-imagined flying with the A380 and B787. Business feel like First. And First Class has entered a new dimension. It’s an experience that is truly... ‘A Class Above’.

Route 2: Etihad’s innovations are aimed towards a single objective: creating the ‘Perfect Journey’. This journey is mapped out with a line and a visual twist.

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CREATING THE 
PERFECT JOURNEY

Messaging matrix

The foundation for the campaigns was a comprehensive messaging matrix with core messages plotting every product benefit by category and class, and a lot of different combinations to amplify the benefits based around sleep, dining, entertainment, family and innovation.

Copy and languages

Our campaign featured 18 languages. Therefore, we needed to communicate simply and visually to ensure consistency across the globe with no clever turns of phrase or colloquialisms.

For Perfect Journey, this meant quirky visual twists to compliment the straight headlines.

Visuals

Our challenge was the 40kb limit. The vector graphics in ‘A Perfect Journey’ were very compact and could tell a big story, while match the brand aesthetic and lifting the banner off the page.

Etihad graphic

The triangle graphic device in ‘A Class Above’ combined with a slightly cinematic text treatment gave a striking aspirational look and was (just) possible in under 40kb.

Etihad graphic

In each case, the creative involved utilised ‘moving parts’ that attracted eyeballs on cluttered web pages.

DEFINING THE FLYING 
EXPERIENCE WITH ETIHAD

Production

Using the messaging matrix as our base and developing visuals to match, Traffic’s digital creative team produced master art files and animations to cover all unique combinations of messaging in all key dimensions (leaderboard, MPU etc).

Each execution was labeled according to creative idea, stage in production, dimensions and messaging, making it possible pinpoint exact executions easily within the programmatic framework.

Traffic’s production teams then worked from these masters to roll out more than 336 banners in five days, rotating-in copy across 18 languages - to work across all markets.

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SERVICES USED IN THIS PROJECT

  • UI/UX DEVELOPMENT
  • PLATFORM INTEGRATION
  • BRAND DEVELOPMENT
  • CREATIVE DESIGN
  • ENGAGEMENT & STRATEGY
  • PROJECT MANAGEMENT

LET'S WORK TOGETHER!

CONTACT US

Call: +971 (0)4 454 2230