In the age of social media one company's PR nightmare can be another's dream marketing opportunity, as proved by the new Emirates "Friendly Skies" ad. United Airlines CEO Oscar Munoz took a swipe at Emirates (and other carriers from the region) in a recent interview. The airline responded with a video listing its most recent awards from TripAdvisor. It ended with a sly dig that puts a twist on United's famous "Fly the Friendly Skies" slogan.
The Emirates "Friendly Skies" commercial is noteworthy for a few reasons. The first is that it directly calls out a competitor, something many major companies avoid doing. The second is for its timeliness. United's deplaning controversy occurred only a few days ago and Emirates (and other airlines) are already moving to capitalize off of it.
Adversarial Airline Ads
The New Emirates 'Friendly Skies' Spot Highlights United's Recent Troubles
Trend Themes
1. Competitor Call-out Ads - Opportunity for companies to directly reference and critique competitors in marketing campaigns.
2. Real-time Marketing - Utilizing current events and news to shape marketing strategies and promotions.
3. Social Media Opportunism - Leveraging social media platforms to capitalize on competitors' PR crises for marketing purposes.
Industry Implications
1. Airlines - Airlines can use competitor call-out ads to differentiate themselves and attract customers.
2. Marketing and Advertising - Real-time marketing presents opportunities for agencies to create innovative campaigns that capture audience attention.
3. Social Media Platforms - Social media platforms can provide new avenues for companies to promote and advertise their brand during rival companies' crises.