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Dubai Lynx International Festival of Creativity

Creative Award
Dubai, United Arab Emirates
Emirates Holidays - "Emirates Movie Index" by Dubai Lynx International Festival of Creativity 2017

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TitleEmirates Movie Index
BriefEmirates wanted to get people out of their armchairs and into the air during low season. So it turned movies into incentives to travel. The Emirates Movie Index linked ticket prices to the action in blockbuster movies broadcast on TV. If something went wrong in the movie, ticket prices to that destination went down, in real time. If something went right, prices went up again. In practice, when Godzilla knocked a chunk out of a skyscraper, ticket prices to New York City plummeted. If you watched the movie closely and reacted fast, you could get a bargain flight.
Agency
Campaign Emirates Movie Index
Advertiser Emirates
Brand Emirates Holidays

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PostedNovember 2016
StorySubscribers Only
ProblemSubscribers Only
Media Type Case Study