Advertiser: Malaysia Airlines Brand: Malaysia Airlines Creative Agency: - Credits: -
It’s a challenge for a premium carrier like MalaysiaAirlines to stand out, especially with a net negative online sentiment and compounded by financial constraints. However, to strengthen its premium brand, it needed to stand for world-class service excellence – the type that gets people talking (positively!) – as it did in the past.
Insight, Strategy and the Idea
Social listening pointed to the brand’s in-flight menu as a frequent pain-point – so we set out to introduce our revamped business class menu for SoutheastAsian routes. What we didn’t have in cash, we had in seats – we found the perfect regional stage with InfluenceAsia 2017 i.e. Asia’s largest social media awards show, that was being hosted in Malaysia. In being the official airline partner for InfluenceAsia 2017, we sponsored the flights for attendees from across the ASEAN region. Beyond that, with the opportunity for our brand to influence 111 influencers, we crafted a once-in-a-lifetime event experience centred around our BusinessClass menu, with the food being served on a dinner table 150 feet above ground – the #MHExperience being a dine-in-the-sky.
Over 2 days, 111 influencers were invited to experience breakfast, lunch or dinner in the sky with KL’s skyline providing the Insta-worthy backdrop. The entire experience showcased the iconic MalaysiaAirlines experience whilst maximising opportunities for our social influencers to vlog and post on social media – be it the skyline, live action sky kitchen or the sky band, we left our influencers with lots of experiences to share.
Results and Effectiveness
• #MHExperience conversations garnered 5.13mil audience interactions with an engagement rate of 15.4%, earning RM2mil in Social PR value; this is on top of RM1.3mil in Earned Media Value
• Net sentiment turnaround: From -2% in March to +40% in April
• All that buzz translated into an 8.76% increase in BusinessClass sales conversion rates vs. the same period last year Source: Client data; Netbase