Our Work

Air Arabia

By July 24, 2019 No Comments

Intro

ANCHOVY. were approached by Air Arabia UAE to increase the brand awareness of their secondary base Air Arabia Maroc located within Casablanca with the aim of expanding their destinations throughout Europe and Africa.

Intro

ANCHOVY. were approached by Air Arabia UAE to increase the brand awareness of their secondary base Air Arabia Maroc located within Casablanca with the aim of expanding their destinations throughout Europe and Africa.

Our Mission

Our job was to take the brand and spread it across specific countries within Europe mainly Germany, France, Spain and UK with the aim of placing Air Arabia as the best airline choice to connect Europe with Morocco.

Market Research

Initially we started off by learning more about the product and the flight destinations.

Germany/Spain/
France/UK to Morocco

Germany
Cologne Airport
Frankfurt Airport
Munich Airport

Spain
Palma De Mallorca Airport
Malaga Airport
Madrid Airport
Barcelona Airport

France
Bordeaux Airport
Lyon Airport
Montpellier Airport
Paris Charles de Gaulle Airport
Pau Airport
Strasbourg Airport
Toulouse Airport

United Kingdom
Birmingham Airport
London Gatwick Airport
Manchester Airport

Secondly we needed to understand the Moroccan cities in depth to be able to craft out the personas to target the right and specific audiences.

The process involved a deep research on the areas which included details about attractions, excursions, things to explore, reviews, testimonials and more.

With this information at hand, we already had a clear picture on who to target and most importantly why target this audience.

Market Research

Initially we started off by learning more about the product and the flight destinations.

Germany/Spain/
France/UK to Morocco

Germany
Cologne Airport
Frankfurt Airport
Munich Airport

Spain
Palma De Mallorca Airport
Malaga Airport
Madrid Airport
Barcelona Airport

France
Bordeaux Airport
Lyon Airport
Montpellier Airport
Paris Charles de Gaulle Airport
Pau Airport
Strasbourg Airport
Toulouse Airport

United Kingdom
Birmingham Airport
London Gatwick Airport
Manchester Airport

Secondly we needed to understand the Moroccan cities in depth to be able to craft out the personas to target the right and specific audiences.

The process involved a deep research on the areas which included details about attractions, excursions, things to explore, reviews, testimonials and more.

With this information at hand, we already had a clear picture on who to target and most importantly why target this audience.

Digital Strategy

Based on the findings from the research we identified different ways on how to target these audiences.

• Personas

• Demographics

• Interests & Behaviour

Digital Strategy

Based on the findings from the research we identified different ways on how to target these audiences.

• Personas

• Demographics

• Interests & Behaviour

The plan was split into 3:

Target the current city and those within 50 mile radius

Retarget the people that show interest

Target a more specific audience considering their demographics and psychographics

Tier 1 – Generic GIFs

Target each city and 50 mile radius

Tier 2 – Retargeting

Retarget People who has engaged with Generic GIFs

Tier 3 – Specific

Target specific demographics within the city

Tier 1 – Generic GIFs

Target each city and 50 mile radius

Tier 2 – Retargeting

Retarget People who has engaged with Generic GIFs

Tier 3 – Specific

Target specific demographics within the city

Creative Strategy

For the creative team it was also challenging trying to create artwork that targeted specific landmarks and keeping within the brand guidelines.

Using the same data collected initially, we created some great artwork to complement not only the strategy but also the destinations.

Following the completion of the artwork, the next challenge was to create very specific ad copy for social media and to then translate each of them into German, Spanish and French.

Creative Strategy

For the creative team it was also challenging trying to create artwork that targeted specific landmarks and keeping within the brand guidelines.

Using the same data collected initially, we created some great artwork to complement not only the strategy but also the destinations.

Following the completion of the artwork, the next challenge was to create very specific ad copy for social media and to then translate each of them into German, Spanish and French.

Conclusion

We always keep working hard to provide value and focus on the goals ahead to ensure great results.

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