Delshad Irani’s Post

Editor - Storyboard18 at Network18 Group (CNBC TV18, Moneycontrol, Forbes India)

3mo Edited

Creativity outdoors seems to be flying sky-high. From brands' billboard banter to innovative and interactive work, outdoor advertising can be a real stunner. It can cut through the clutter and traditional media boundaries. Take this recent campaign by Cathay Pacific that strikes at what matters to a lot of flyers - from luggage allowance (always a big stress point for Indian travelers) to legroom to in-flight entertainment. It leverages real-time data to feed precise and cheeky ads hypertargeting flyers. Creativity that's tech-driven and class apart. #Brands #Marketing #Advertising #Media #Outdoor #SocialMedia #Content #Storyboard18Collab

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Think abairline. Didn't think of Cathay Pacific, did you? Well, that is about to change. Presenting takeoff takeover. Every minute a plane takes off, that means every minute we had an opportunity to make people think of us. And that is exactly what we did. Using live flight data available in the public domain, we tracked departures to different destinations to pinpoint their timings and the moment they took to the skies, we dropped our billboards in real time. Highlighting Cathay Pacific features Hey passengers on the 7:00 AM to Istanbul. Next time meet the friendliest locals in the sky the 10:50 to Addis Ababa. Are your legs allergic to extra space? The 1400 to Frankfurt are gourmet meals are to fly for 11:40 to Singapore. Counting clouds part of your in flight entertainment 2045. Colombo Skip over time zones, not things on your packing list, and so on. Hyper targeting Flyers with precision on their way to airports, inside them and even while they were boarding. Every time a flight took off, we took over the conversation with a unique message for every flight. We targeted over 350 flights, so the next time you'll see any plane taking off, there's only one airline. You'll be thinking of.

Gagan Sawhney, graphic

Building Bharat's Leading Value System | Design Leadership | Storytelling | Product Design Strategy | Marketing | AI x UX | Zero-to-One | McKinsey | Salesforce | Adobe | Bain & Co | PayU | Design Workshops | Speaker

3mo

Clever 🤓. Curious if you're repeating the same content each day? Cathay Pacific

Darshan M, graphic

Storyteller, Serial Entrepreneur, Mentor, Futurist, Author & Aspiring Filmmaker.

3mo

Congratulations Cathay Pacific & Signpost India for this amazing innovation.

Jason Menezes, graphic

Founding Partner & Business Head | Motley | Boutique Creative Agency

3mo

Beautiful!

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3mo Edited

Creativity outdoors seems to be flying sky-high. From brands' billboard banter to innovative and interactive work, outdoor advertising can be a real stunner. It can cut through the clutter and traditional media boundaries. Take this recent campaign by Cathay Pacific that strikes at what matters to a lot of flyers - from luggage allowance (always a big stress point for Indian travelers) to legroom to in-flight entertainment. It leverages real-time data to feed precise and cheeky ads hypertargeting flyers. Creativity that's tech-driven and class apart. #Brands #Marketing #Advertising #Media #Outdoor #SocialMedia #Content #Storyboard18Collab
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Delshad Irani

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