MKT 3151 - Flydubai Ad Campaign: Creative Advertising & Promotion

This project outlines a comprehensive advertising campaign for Flydubai, focusing on the Dubai market. It begins with a situation analysis, identifying Flydubai's competitive landscape and target audience of business and working-class individuals. The project develops a creative brief, emphasizing the need to portray Flydubai's affordability, flexibility, and convenience. The proposed campaign, themed "Save money with FLYING colours!" utilizes humor to highlight cost savings compared to competitors like Emirates and Qatar Airways. A detailed story concept is presented, involving a humorous scenario of businessmen realizing the cost-effectiveness of Flydubai. Furthermore, it suggests Saoud Al Kaabi's endorsement to boost the brand's credibility. The campaign aims to improve Flydubai's brand image by building on customers' current perception of value and providing a sales-focused approach to boost sales and profit. The project considers an advertising budget of AED 10,000,000 and emphasizes the importance of brand and sales objectives, promotion strategies, and value-increasing promotions.

FLYDUBAI AD CAMPAIGN
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THE ESSENCE OF FLYDUBAI
 Doleep Studios is a leading ad agency in the UAE and it has
been tasked with marketing a campaign for Flydubai.
 The identified essence of the brand has been identified by
them as follows:
 Removing travel barriers.
 Making traveling more affordable.
 Making traveling flexible and convenient.

COMPETITION
 Emirates and Qatar Airways are the main competitors of this
company.
 They have highly focused on their quality of services, without
focusing much on the high prices.
 This provides for the ground for Flydubai to exploit.

TARGET GROUP
 Profile: Business and working class people.
 Behavior: Have the need to travel once in a while.
 Have an annual income of at least AED 50,000-75,000.
 Psychographic: Financially conservative.
 Belongs in the middle class society.

NEEDS TO ADDRESS
 The need to travel in an economic manner.
 To pursue comfort and quality of service at an affordable price.

CURRENT BRAND PERCEPTION
 Affordable
 Reliable
 Offers quality

SWOT ANALYSIS
Strengths Weaknesses
Cheaper price.
High quality service.
Excellent reputation in the market.
Low market share of 24%.
Opportunities Threats
Growing demands
More destinations could be added
Cheaper tickets could increase
market share.
Increasing fuel costs.
Increasing labor costs.

THE MAIN THING TO CONVEY
 The main message to be delivered is that Flydubai ensures
traveling swiftly and comfortably at a low price.
 The main slogan or big idea, is “Save money with FLYING
colours!”

STORY TO PORTRAY
 Piercing insight:
 While competitors of flydubai are focusing more on the service and quality of
travel, this is a perfect opportunity for the company to be able to portray its
relatively cheaper prices through the use of humour.
 Succint expression:
 “Save money with flying colors.”
 Story for brand connection:
 A group of businessmen have a meeting on why their company has been running in
losses. Even the auditor is unable to figure out, since sales have been high. They
take a flight to the headquarters, to have a meeting on this. While inside the flight,
they figure out that it is because of nothing but frequent flight costs, and look at
each other in despair. They switch to Flydubai and from there, their profit graph
goes up steep, symbolized by an airplane take off. It would be great if Saoud Al
Kaabi could endorse the brand since he has a high popularity in the country and is
not currently endorsing any of the competitor brands. This would increase the
credibility and popularity of the ad.

TONALITY
 HUMOROUS
 INFORMAL

BUDGET
Media Budget (in AED) Calculations
TV (12 months) 1,100,000 Average for Vfx = 42K
Number of shots for a
2 min video : 12 shots.
+ Production
+Creative cost
Newspapers (3
months)
216,000 3*(40,000 + 32,000)
Magazines (6 months) 228,000 180,000 + 3*16,000
Social media (12
months) youtube (6
months)
2,718,000 (150,000+108,000+31
0,000+400,000+250,0
00)+ (250,000 x 6)
Outdoor advertising (3
months)
2,646,000 500,000+ 30K
(Lampposts) +90K
(Banners) + 22,000
( Megacoms)
In store 2,000,000
Celebrity endorsement 2,000,000

THANK YOU!