Malaysian Media Awards Winners Showcase





2013 | |

AirAsia Interstitials

Advertiser: AirAsia Berhad
Brand: AirAsia
Creative Agency:
Credits: Carat — Darren Yuen (General Manager), Michelle Wee (Planning Director), Sunetraling Ariapala (Planner)

Challenge
We needed to continue positioning AirAsia as the airline of choice by targeting the 2.4million white- collar workers who have the need for travel. Although time-pressured, these individuals always seek information on new destinations whenever possible. Simultaneously, we needed to drive new and repeat visits to create higher passenger loads. 

Solution
What are great fares without great experiences? Insights show consumers prioritize 3 things: sights, things to do and food. Thus, AirAsia created destination content for these using the slogan ‘Must See, Must Do and Must Eat”. AirAsia positions itself as the expert in providing the best guide for each destination. The time pressures and short attention span of audience were bypassed using brief interstitials –‘Must See, Must Do and Must Eat’; entertaining, short and sweet. 

Execution
Ignoring traditional sponsorship, we created short and sweet interstitials providing quick tips on ‘Must See, Must Do and Must Eat’. Key Asian destinations were featured and we presented ‘beyond the norm’ elements for each, enticing both new and re-visits. Subtle brandings were incorporated in to highlight and reinforce the mindset that AirAsia is really the expert in providing great insights to travelling. 23 interstitials were aired across 13 channels in Astro over 5 months. 

Results
Passenger loads at key destinations had an increase at 40% YOY, with Taipei registering the highest with 115%! Compared to the ROI of traditional TV travelogue sponsorship (2X), ROI garnered was 4X from media buys. Total views registered on YouTube was 35,000, resulting in WOM generation! Sales increased 3% post campaign.