We struck with the precision of a Wayne Rooney or a Michael Owen.From midday on 4 December, through into the next day, we took all the ad inventory on Sky Mobile, the UK’s largest sports and news mobile site.And we provided our target audience the opportunity to book their trip to the World Cup right there and then, on their commute home, as their excitement peaked.Fans were shown a “click to call” button that took them straight through to a telephone booking centre.Or if they clicked a banner ad, they were invited to enter their contact details, and instantly emailed a brochure showing all the South African travel options offered by Emirates. Obviously we made sure that these pages were tailored to load quickly. We didn’t want to lose anyone.

We scored!We were right to identify Sky Mobile as the likely destination for these football-mad men that evening. Traffic to its site was 130 per cent higher than it had been the previous Friday. Over 5.5 million impressions were generated, half as much again as we had forecast, and the click-through rate was 1.12 per cent.We swelled our database of potential customers, and generated 1,100 calls and brochure requests then and there.All told, our cost per response was 24 times less than for a campaign in daily and Sunday newspapers, with four times as many leads.