Skyward`s Advertising Campaign Eyeblasts Web Users

Getting away from it all is the message Skywards is sending across the internet as it launches its new exciting and humorous online advertising campaign, using innovative Eyeblaster technology.


Skywards, the frequent flyer programme of Emirates and SriLankan Airlines, is promoting its rewards of free flights for members, with the striking seven-week campaign.


Andy Patton, Skywards` Product Development and Marketing Manager, said: “We decided to launch the ad campaign during the first quarter of the year as it`s traditionally the time when all of us start thinking about getting away, either for a short break or for our summer holiday.


“The campaign capitalises on this longing for escape by providing web users with a brief and entertaining break from reality, before inviting them to `plan their own escape` by signing up for the benefits of Skywards` membership.”


Momentarily taking over the majority of the screen, one advert uses the image of a zipper opening up the page the user is viewing, showing a brief glimpse of someone relaxing amid blue sea and sky, with the sound of surf breaking on the shore. The advert culminates in the words “this brief escape from reality is brought to you by Skywards”.

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Momentarily taking over the majority of the screen, one advert uses the image of a zipper opening up the page the user is viewing, showing a brief glimpse of someone relaxing amid blue sea and sky, with the sound of surf breaking on the shore. The advert culminates in the words “this brief escape from reality is brought to you by Skywards”.


The user is then invited to plan their own escape from reality by becoming a Skywards member, with the added incentive of receiving a bonus of up to 15,000 Skywards Miles when they next fly on Emirates or SriLankan.


They are invited to join the programme on Skywards` website at http://www.skywards.com, its design recently revitalised to give members an exciting, interactive online service packed with personalised features, news and special offers.


Other variants of adverts, conveying the same “escape from reality” message, display humorous imagery on the page the user is viewing. The adverts were devised to complement websites to add relevance and to strengthen the message, eg, on a sports site, the advert appears as unlikely football scores.


The online advertising campaign was developed by the Dubai-based company, North55 (sic), which used Eyeblaster technology, an emerging media format that takes online promotion several steps closer towards television advertising.


Eyeblasters work by overlaying an advertising message on top of the web page being viewed, and offer the capability of employing complex animation and sound effects to enforce the creative communication.


To allow for the inclusion of other media titles which do not yet accept this new advertising platform, many of the creative ideas were also translated into other online advertising formats, such as banners, pop-ups, and skyscrapers.


The adverts are scheduled to appear on sites that reflect Skywards members` preferences, such as financial websites (ameinfo.com, itp.net, yahoo.com, maktoob.com, bloomberg.com) on general news titles (Britain`s telegraph.com, indiatimes.com, economist.com), and on specialist sports sites (sports.com).


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