Advertiser: AirAsia Berhad Brand: AirAsia Creative Agency: - Credits: -
AirAsia wanted to maximize profitability of the less-travelled routes; Kaohsiung, Colombo, Da Nang, Kochi and Changsha. The key challenge was that there are unlimited choices of destinations and these places were unpopular amongst young travelers.
Insight, Strategy and the Idea
Youths are hungry for new experiences and they have limited time. They see ‘long weekend breaks’ as an opportunity to break from their daily routine and to travel. They refer to social media to find inspiration to plan the perfect getaway. Not only that, 50% of them trust the advice of an Opinion Leader when purchasing a product or service. Using this insight, we created the ‘48 hours’ project – a first of its kind online travel guide catered to young travelers in planning the perfect short getaway. The show was hosted by popular influencer; Jenn Chia who has a strong following of 111,000 fans, 60% of which are between 15-34 years.
We filmed Jenn’s inspirational journeys into 5 webisodes – one for each destination. Snippets of the videos were posted on AirAsia’s, Jenn Chia’s and supporting influencers’ pages to tease followers and create anticipation of the full videos. The teasers were further amplified via ChurpChurp’s social sharing community where we leveraged on more than 200,000 users predominantly age 18-34 years old to viral out content images. We also tapped into other influencers within her network for amplification and used FlyFM to reach 300,000 millennial listeners. Live interviews and commercials ran on-air to increase the exposure of the campaign.
Results and Effectiveness
• Achieved 1.4 million impressions & 300,000 views with only RM9k.
• High view through rate of 47% for all 5 videos against industry benchmark of 20% (verified by Google).
• Total reach of 1.7 million impressions from social sharing platforms. Business metrics for the 5 destinations:
• 30% increase in seat sales during promotional month.
• 46% increase in revenue.