"Clarence Seedorf, Khabib Nurmagomedov and a falcon ambush their way into a World Cup sponsorship” – Sports Pro Media
The Problem
Get football fans to book with Etihad for ‘the big game’.
We all know how it goes, theres a global cultural moment but unfortunately we’re not the big sponsor. So how do we get our an audience of sports fans to think of us as the extraordinary choice when booking a flight to the World Cup in Qatar?
Idea
Get the worlds most extraordinary sportspeople onboard with an unexpected twist.
We brought together two sports legends MMA’s Khabib Nurmagomedov and footballs’ Clarence Seedorf. The 70 second Etihad video features the two sports stars in Business class, being upstaged by the mystery celebrity who, much to their surprise, is attracting more attention from the other passengers than they are.
As the film continues, Khabib and Clarence’s intrigue builds as they speculate about who this VIP could be. Their attempts to get a casual look at the celebrity repeatedly fail.
Finally, they decide to take direct action to uncover the identity of the guest, but they are left speechless when the football-loving frequent flyer is revealed.
The audience also only discovers the identity of the mystery VIP, when he’s revealed to Khabib and Clarence at the end of the film.
Impact
26 million organic views & counting.
Increased traffic for Etihad flights just in time for the World Cup.
Global pick up in all major target markets: US, SEA, UK, MENA
The client enjoyed the film and concept so much, budget and assets increased to accommodate a web build and social campaign.
