Etihad Airways, facing intense competition in the luxury aviation market, sought to distinguish itself and captivate a global audience.

The brief was to create a campaign that would transcend conventional advertising, elevating the brand’s prestige and driving bookings.

The strategy involved a partnership with Paramount Pictures for "Mission: Impossible - Dead Reckoning Part One."

The objective was to leverage the film's appeal to enhance Etihad's brand image and increase bookings, using a narrative that intertwined the excitement of Hollywood with the luxury and quality service Etihad Airways is renowned for.

The strategy centered on capturing the digital-savvy global audience by tapping into the universal appeal of the "Mission: Impossible" franchise.

The target demographic included everyone from global travelers to families – anyone active on digital platforms.

The campaign's relevance to digital platforms was pivotal, given the widespread consumption of media and entertainment online.

Etihad approached this by creating high-quality, cinematic content that would thrive in a digital environment.

Data gathering focused on online engagement trends, ensuring that the content would resonate with the intended audience and maximize digital reach and impact.

The execution involved producing five short films, which were strategically released across digital channels including social media and online platforms.

The campaign was implemented over a period coinciding with the buildup to the movie's release, ensuring timely and relevant placement.

This digital-first approach ensured broad reach and high engagement, leveraging the films' cinematic quality and the allure of the "Mission: Impossible" brand.

The scale of the campaign was global, targeting Etihad’s extensive international audience.

The campaign achieved remarkable digital success: over 10 million views in the first two weeks, and a staggering 673 million impressions.

Engagement on digital platforms was high, with a 32% view-through rate. Crucially, the campaign drove significant business results, initiating 537,000 flight searches and resulting in 12,120 bookings.

This exceeded Etihad’s business targets, demonstrating the campaign's effectiveness in not only capturing audience attention but also in driving concrete sales outcomes.