Spreading awareness about new flights to Mumbai
Brussels Airlines is the leading Belgian airline, offering flights to over 70 destinations in Europe and 19 destinations in Africa from its base in Brussels Airport. In preparing for the launch of flights to Mumbai, starting in March of 2017, the airline’s marketing team planned a series of Facebook Canvas ads, a mobile ad type that lets advertisers tell immersive, multi-media stories. They wanted to see if including videos could boost campaign performance and grab the attention of their target audience.
Andrea Bonauito, Brussels Airlines Manager of Marketing and Online Sales North America, wanted to include square videos, specifically, because they would take up more space on the mobile devices of those looking at the Canvas ad. “By including 1:1 ratio videos in the shape of a square, our advertising will effectively get more space than landscape videos in the 16:9 ratio,” Andrea says. “And when it comes to ad space, no one wants a smaller space."