MLO Abu Dhabi wins Gold at the MENA EFFIES
9th November 2018

Louise Roberts & Mark Hancock at the 2018 MENA Effie Awards

We’re thrilled to announce our Etihad Guest “Travel for Good” Ramadan campaign has been recognised with a Gold 2018 MENA Effie .

Read our exec summary below and see the award winning work here.

Apathy is not the result of a conscious decision to ‘do nothing’ – rather we subconsciously believe the perceived value of taking action doesn’t justify the mental or physical effort required. The currency of airline loyalty programmes is miles and for the vast majority of irregular flyers they don’t build into meaningful amounts. Airlines create enormous liabilities on their balance sheets as these unengaged customers ‘do nothing’ between infrequent flights. Our work with Etihad Airways shows how timing, engaging creative and a frictionless mechanic created the conditions for people to become actively engaged and place value on their miles that changed lives.