The Brief

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 promotion, the client decided to also focus on popular premium cafés as their customers fit the Emirates profile.

Describe how the promotion developed from concept to implementation

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? We made Emirates Password Cards for the cafés to distribute to their customers.

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotion has significantly improved the level of awareness to the right target group. In 3 weeks, 10,000 people typed “Fly Emirates” as the password.

Explain why the method of promotion was most relevant to the product or service

We made people remember Emirates’ key message by turning it into the WiFi password at cafés. It was an idea that is weaved into the ritual of the digital age coffee-drinking customers at cafés.