Case Study: Emirates Airline achieves 3.5x mobile engagement and 5K+ website clicks with Millennial Media

Emirates Airline Takes Mobile Strategy To New Heights

Emirates Airline needed to add more daily flights on its New York–Dubai route and wanted to build awareness and educate global travelers about the benefits and conveniences of its A380 aircraft. The challenge was to reach the right, travel-ready audience at scale ahead of the route expansion.

Working with Havas Media and Millennial Media, the campaign targeted affluent adults 25+ connected to airport Wi‑Fi at JFK, LaGuardia and Newark using demographic, location, content and behavioral targeting. Mobile creative — including video ads, rich-media expandables and full-screen interstitials — showcased the A380’s amenities and drove strong engagement: 3.5x higher engagement versus prior benchmarks, 5K+ clicks from the expandable unit, and 170K+ completed video views.

Emirates Airline