ETIHAD AIRWAYS : THE ABU DHABI 48 HR STOPOVER CHALLENGE

Ricky Wilson takes a whirlwind tour of Abu Dhabi.

Etihad Airways - The Abu Dhabi 48 Hour Stopover Challenge (Ricky Wilson)

Campaign / THE ABU DHABI 48 HOUR STOPOVER CHALLENGE

THE BRIEF

Etihad Airways wanted to show that Abu Dhabi is much more than a transit hub - it's an awesome, activity-packed destination in its own right.

THE WORK

Cheil London came to us with the idea of the 'Abu Dhabi Stopover Challenge', in which we would task a celebrity with completing 24 activities in 48 hours. Step forward: chief Kaiser Chief, Ricky Wilson.

Over two days, we followed Ricky as he experienced the best of what Abu Dhabi has to offer: from riding the world's fastest roller coaster to flying a falcon to snowboarding the desert sands.

The campaign launched in the UK, India and Australia on digital and social platforms, supported by out of home and direct channels.

A 3'30" hero film plus shorter 'hourly edits' targeted customers on Instagram, Facebook and Twitter, directing them to a dedicated site where they could sign up for their own 'Abu Dhabi Stopover Challenge'.