Both the creative as well as the actual implementation has been developed and delivered by Mobile First. As for the design and the “feeling” of the creatives, the intention was to represent the unique atmosphere of the Emirates flight experience.
The campaign is partially run manually through premium titles. In addition, partly to achieve premium titles through the Targetoo Mobile DSP. This exact combination (manual vs. programmatic buying) is what produced the large number of impressions on single premium (business) publishers. The manual buying served for awareness whereas the programmatic buying served to achieve conversions to the mobile website of Emirates.
Both performer (Mobile First) and customer (Emirates) experienced the CTR as very high. Although the conversion-attribution is significant in mobile display campaigns, both the direct as indirect results were seen as relatively high.