Malaysian Media Awards Winners Showcase

2011 | |

A Korean Love Drama

Advertiser: AirAsia X Sdn Bhd
Brand: AirAsia X
Creative Agency: AirAsia
Credits: Eileen Chui (Manager, Digital), Johann Anuar (Executive, Digital), Guat Ching Chia/Edhir Eusof (Senior Executive, Digital), Desmond Kiu (Head of Digital), Chan Yuen Yee (Account Manager, Nom Nom Malaysia)

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.

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

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

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.