Frank Holland
Posted on 4/15/2014

Today, we are announcing some exciting news: Microsoft Advertising has been chosen by Emirates and its media agency Havas Media Group as one of the key partners for their global advertising campaign. The large-scale campaign spans 25 markets and runs across services including MSN, Xbox, Windows 8 and Skype on four different screens (PC, TV, tablet and mobile). The campaign aims to raise brand awareness among a target audience of football fans by driving views of the hero video – created by BBDO – featuring footballing legends Cristiano Ronaldo and Pele aboard Emirates luxury aircraft, the Airbus A380.  

This new campaign, launched on 28 March at an event in Madrid and will run till April 21st, leverages a variety of ad formats and interactive technologies, such as touch and Kinect, to offer the optimal brand experience in the context of the screen and service the consumer is enjoying. The campaign will deliver over 400 million impressions around the globe.


As part of the deal we designed the Emirates Airline page on the MSN World Cup channel in the majority of markets involved in the campaign, featuring specially designed page skins and takeovers. Other key value-ads that we were pleased to offer Emirates include building out the creative, translation and investing in research of the campaign effectiveness.


So how did the campaign come about? Well, Emirates came to us with the challenge of opening up their premium brand to a wider audience, both for the summer of football and beyond. Specifically, through views of the hero video they wanted to raise brand awareness among a younger, football-crazy, tech-savvy demographic increasingly accustomed to frequent travelling; the business travellers of tomorrow. They chose to partner with Microsoft because we can offer a seamless and consistent experience for these target consumers across platforms, screens and markets, providing a valuable brand connection wherever they are and on whatever device they are using. And because we have a truly global reach, we can ensure that Emirates will have a global brand presence with this campaign, all within a brand-safe environment.


The campaign will use the following activations to reach consumers across the Microsoft network:

  • On MSN, the campaign features a full homepage takeover in all markets (excluding Japan)
  • On Skype, there is a masthead-format homepage takeover on featuring a 10 second sneak peek of the video, where the user can click through to view the full film
  • On Xbox the in-banner video is activated by a user-initiated action and can be expanded to full video when selected.
  • On Skype, the campaign is featured through a mobile banner which will take the user to the full video when clicked upon
  • On Windows 8, the campaign is featured throughout key apps including Skype, Xbox, Bing News, Bing Sports, Bing Weather, Bing Food & Drink, Bing Travel, Bing Finance and Bing Health & Fitness.

Here is a video of the MSN homepage takeover:

Once users have watched the video they are prompted to click through to the Emirates microsite featuring an extended feature with the two footballing stars and a visual walk-through of the new Airbus A380.


The campaign is running in 25 markets  including Australia, Bahrain, Brazil, China, France, Germany, India, Italy, Netherlands, Japan, Portugal, Russia, Singapore, South Africa, Spain, Switzerland, Taiwan, United Kingdom, United States, UAE, Saudi Arabia, Qatar, Kuwait, Egypt and Oman will be translated into 12 languages.


Efficacy of the campaign will be investigated by two research projects: Nielsen will research the uptick in brand awareness, favourability and purchase intent in France, Germany, Italy, Spain and the United Kingdom, and Microsoft’s own Consumer Insights team will undertake an engagement study in the United States. 



Follow us on Twitter @MSAdvertising and @MSAdvertisingUK | Find us on Facebook and YouTube