Malaysian Media Awards Winners Showcase





2015 | |

Do You Want to Know What 40,000 Malaysians Wish for?

Advertiser: Think BIG Digital Sdn Bhd
Brand: AirAsia BIG
Creative Agency: -
Credits: -

The Challenge
The newly launched AirAsia BIG Loyalty program was suffering in the aftermath of the MH370 tragedy. The agency needed to increase sign-ups for the program and empathetically restore confidence to fly again amidst the depressing climate at the time.

Insight, Strategy and the Idea
When MH370 slowed the industry, AirAsia BIG Loyalty Program wanted to remind people of the good times they enjoyed from flying. We found that while people travel for different reasons, a common, underlying motivation was the chance to spend time with loved ones, or be reunited with them at their destination. To overcome negative industry sentiments and give consumers a reason to fly again, the “BIG Travel Wish” app was developed to grant travel wishes. Anyone can nominate themselves or others with why they wish to travel to an AirAsia destination of their choice. If a wish is granted, the wisher will automatically be given sufficient loyalty points to fulfill their wish flying to their desired destination. Grand winners receive even BIGGER surprises.

Media Execution
Users curated their wishes via ‘The Wishmaker’ app and www.bigtravelwish.com. Winners were announced on AirAsia BIG’s social media footprint—Facebook, Twitter and YouTube—to gain mileage. On-ground, the AirAsia BIG Hummer roamed around getting real-time nominations. Twitter’s geo-targeting was smartly used to identify hotspots where most nominations come from. Two people emerged BIG winners, receiving all-expenses paid VIP treatment and were congratulated by Tan Sri Tony Fernandes. Their experience was recorded and published on YouTube, illustrating how AirAsia BIG is providing BIG experiences.

Results and Effectiveness
AirAsia BIG received 40,000 wishes and fulfilled 1,000 – delivering 3x more than expected. Posts garnered 37,156 Facebook likes and 825,000 YouTube views. Total print PR value was recorded at RM850,000. AirAsia BIG obtained 48,000 new subscriptions plus 15% new transactions, but most importantly, it overcame the industry gloom with a positive reason to fly again.