Cannes Lions

Rosie - The world's biggest flying rose

EMIRATES, Dubai / EMIRATES / 2017

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Overview

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Overview

Description

We decided to create the ‘world’s biggest flying rose’ as a tribute to all those celebrating love on the occasion of Valentine’s Day. We achieved this by branding an Emirates SkyCargo Boeing 777 Freighter aircraft with a giant red rose decal. We named the aircraft ‘Rosie’. Rosie would be one of the many Emirates SkyCargo aircraft carrying fresh roses from Nairobi, Kenya to the world’s leading flower markets in Amsterdam, Netherlands, for this year’s Valentine’s Day.

Execution

On 13th February 2017, we unveiled ‘Rosie’ - a Boeing 777 Freighter aircraft with a giant red rose livery on Emirates' social media channels. Rosie was revealed to the world through a Facebook Live video broadcast, a "Love is in the air" image social post and a 60-second ‘reveal’ online video titled “From Emirates SkyCargo With Love” across Emirates’ Facebook, Twitter, Instagram and YouTube channels. Through these social posts, we wished those celebrating Valentine’s Day by dedicating ‘Rosie’ to them.

Outcome

Rosie’s reveal video reached over 18 million users on Facebook on Valentine's Day. Titled “From Emirates SkyCargo With Love”, the video generated over 6 million video views and 330,000+ reactions, comments and shares.

Social media users worldwide appreciated Emirates SkyCargo’s gesture of wishing them through the video, resulting in over 40,000 shares on Emirates’ Facebook page.

An Instagram Story on Rosie’s reveal had over 1.1 million cumulative views on Emirates’ Instagram channel.

The activity also resulted in significant PR coverage, both in cargo industry publications and mainstream media.

In the following weeks, airports and aviation enthusiasts across the world joined in welcoming Rosie by sharing her photos and videos on social media when she landed in their cities.

Since Valentine’s Day, Rosie has visited over 35 cities in 25 countries across six continents carrying over 7,000 tonnes of cargo and 550 tonnes of roses.

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