I’ve heard viral marketing is very risky, but never thought Emirates will take marketing risk to 830m!
Kudos to the person/team who came up with this idea and more Kudos to the team who executed it.
There are two things we can learn from this marketing stunt!
1. Marketing Perspective
With this ad stunt, Emirates single-handedly managed to get the best out of their marketing strategy. Also should we get the free marketing they got?
Almost all the mainstream media channels even in developing countries in South Asia made sure they highlighted this stunt during the news sessions better yet many highlighted it as a marketing ‘stunt’ rather than a marketing ‘campaign’
With this ad stunt, Emirates single-handedly managed to get the best out of their marketing strategy. Also should we get the free marketing they got?
Almost all the mainstream media channels even in developing countries in South Asia made sure they highlighted this stunt during the news sessions better yet many highlighted it as a marketing ‘stunt’ rather than a marketing ‘campaign’
2. Career Perspective
There is a career learning here too. Imagine you walk to your boss today and tell him you want to stand on top of the highest building on the planet and hold a board? Just imagine the number of ways he would define the word “NO”.
Adaptability to change and risk taking is a fundamental to business growth, yet our bosses are only driven by short term profits. Also this is a good time to assess your boss!
“Its better to work for a good boss in a bad company than to work for a bad boss in a good company”
PS of what this is: Shot with a single drone & a cabin crew member in full uniform standing atop the Burj Khalifa’s tallest point holding plaque cards expressing the airline’s gratitude for being removed off the red list of UK’s international travel curbs. At the beginning of the clip, a woman is seen wearing the Emirates uniform holding several signs that she passes little by little to finish giving a message: “Moving the United Arab Emirates to the Amber list of the United Kingdom has made us feel at the top of the world. Fly Emirates. Fly better ” . At the end, the camera zooms out and takes a shot of the spectacular view of Dubai.
Ps: If you wonder why the Chinese didn’t think about a brilliant idea like this, just check this out: Best Marketing Campaigns done in China
And check this article that I wrote on how Chinese thinks: Working with the Chinese
