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Challenge
In August 2010, AirAsia X (AAX) launched a new route to Seoul, South Korea. Dominating competitor Malaysia Airlines (MAS) responded by increasing their Seoul route frequency to daily flights. AAX operating with such low margins, needed to grab significant market share from MAS to make the route profitable quickly.

Solutions
Consumer insights revealed that MAS had established Korea as a destination using the hooks of culture, winter scenery and food promotions. However, the surveys also revealed that these attractions had become passé with the consumers. Further surveys revealed a huge “open secret” amongst Malaysians – their love for Korean drama series (K-dramas). Hence, the idea was to engage bloggers from both Malaysia and Korea, and start a ‘love story’ across the two nations

Execution
Two bloggers, a Malaysian girl “Cheeserland” and a Korean guy “GloriousLD” accidentally meet on AirAsia’s Facebook page. A romance blossoms and spills over into their own blogs, tweets, messenger and Facebook page, each linking readers to AirAsia’s assets on these social platforms. Soon, Cheeserland decides to visit GloriousLD in Seoul. Over the following six months, they discussed pre-holiday preparations to fly with AirAsia, places visited, friendships made, and post-holiday pictures and nostalgic memories

Result
Readers were hooked to the online romance and educated themselves on Seoul. AAX sold out the promotional fares to Seoul in just ONE DAY, and for the subsequent three months, 60,000 tickets were sold with passenger load reaching 90% on every outbound flight to Seoul.

Challenge
It was the Year of the Tiger, and Tiger Beer needed to be that “Tiger” by launching a new platinum look. Due to production issues, Tiger Beer’s launch was only confirmed days before the deadline to market it, challenging us to creatively execute a fierce launch in just three days.

Solutions
Three days is insufficient to design a print ad, much less a TVC. This didn’t dampen our spirits, for we realized our target audience doesn’t trust TV or newspapers anyway, placing more trust in social media and word of mouth. So we dropped an explosive announcement on Facebook, Twitter and blogs, and released word that a nearby food court was giving out free Tiger Beer.

Execution
We intentionally made it sound like a rumor, strategically creating talkability as people turned to social media for peer verification. Key social media users with large followings took it a notch higher, updating their social profiles with the hashtag #freebeer for three days. A few hours before the launch, we sent photos of the beer setup to Key-Opinion-Leaders, who posted on their profiles, verifying that Tiger Free Beer was actually true, and increased hype.

Result
The hype attracted 10,000+ Facebook fans. Three thousand came for free beer, tweeting and updating Facebook within two hours, leaving others envious. Numerous free post-event blog coverage contributed to a total PR value of RM1,000,000, a 333% ROI. We successfully unleashed that “Tiger” in the year of the Tiger!

Challenge
Number of clicks achieved in an online campaign does not necessarily reflect campaign success. The higher the investment, the more clicks will be generated. Whereas interaction time on a banner ad gives real indication of engagement and trust. We were challenged to beat the industry average rate of 2.5%.

Solutions
Insights revealed that urban professionals are constantly curious or worried about their future especially in areas such as money, career and relationship. Paul, the World Cup match predicting octopus, became an overnight sensation. We saw the opportunity to leverage on Paul’s popularity to our advantage by associating CIMB Clicks’ mascot, Octo, as Paul’s cousin. Octo too had fun fortune-telling insights but specialized in the areas of money, career and relationships.

Execution
We needed to act fast whilst Paul was still a hot sensation. Cutting short the planning phase of a usual 4 weeks period, a plan was constructed, put forward to CIMB and launched in only 4 days. Rich media banner buys enabled our audience to interact and allow Octo to predict a little “future” for them. They could even choose how far ahead they wanted Octo to predict, generating high levels of engagement.

Result
Clicks Octo gained instant stand-out through this unique association with Paul. Double Click’s benchmark report states the industry average interaction rate as 2.5%. Clicks Octo achieved an interaction rate of 16%, a whopping 6.4 times higher! Could you have predicted that!