| Title | PASSWORD |
| Brand | EMIRATES AIRLINES |
| Product / Service | EMIRATES AIRLINES |
| Category | A07. Best Use of Digital Media |
| Entrant | Y&R VIETNAM Ho Chi Minh City , VIETNAM |
| Entrant Company: | Y&R VIETNAM Ho Chi Minh City, VIETNAM |
| Advertising Agency: | Y&R VIETNAM Ho Chi Minh City, VIETNAM |
| Name | Company | Position |
|---|---|---|
| Kit Ong | Y&R Vietnam | Executive Creative Director |
| Ngoc Bui | Y&R Vietnam | Copywriter |
| Kit Ong | Y&R Vietnam | Copywriter |
| Huy Nguyen | Y&R Vietnam | Art Director |
| Dung La | Y&R Vietnam | Account Director |
| Phuong Bui | Y&R Vietnam | Account Manager |
| Tom Truong | Y&R Vietnam | Art Director |
The promotion has significantly improved the level of awareness to the right target group. In 3 weeks, over 10,000 people typed “Fly Emirates” as the password.
We made people remember Emirates’ key message by turning it into the WiFi password at cafés. We made Emirates Password Cards for the cafés to distribute to their customers. We turned the Password Box into our communication media.
Emirates wanted its target audience in Ho Chi Minh City to know they can start flying Emirates to Dubai and over 120 destinations worldwide from June 4th onwards. To maximize reach for the launch, the client decided to also focus on popular premium cafés as their customers fit the Emirates profile. We know almost everyone uses the free WiFi service at these cafés. And you need a password to use it. So what better way to make people remember to fly Emirates than to turn “Fly Emirates” into the WiFi password?