Malaysian Media Awards Winners Showcase





2015 | |

What Would You Gift Someone On Your Birthday?

Advertiser: AirAsia
Brand: AirAsia
Creative Agency: -
Credits: -

The Challenge
AirAsia turned 13. But, instead of receiving gifts, it wanted to give them out.

Insight, Strategy and the Idea
People love to push the boundaries of what they can and would do to win something. This insight was key to AirAsia’s 13th Anniversary ‘party’. Sticking by its vision “Now Everyone Can Fly”, AirAsia decided to have its Free Seats Giveaway in conjunction with its birthday. With young working Malaysians as our target, we tapped onto the amplification power of radio to drive the AA FREE SEATS CHALLENGE on-ground activation. What’s this? A 2-day event that saw finalists sit in an AirAsia “flight” for 12 hours straight! Winners of this ‘live flight’ would receive a year’s worth of free seats to any destination of their choice!

Media Execution
Teasers ran for 2 weeks with social media support. Listeners only had to register their interest and answer a simple question creatively. We also announced a 2nd day of the challenge, which was open to the public! On event days: The airport-themed birthday bash was a carnival complete with games and partner booths. The 12 HitzFM finalists selected were to remain seated in the simulated AirAsia flight cabin for 12 hours straight. Toilet breaks were only 90 seconds! Those who could not endure the “flight” could opt out any time. To keep their spirits up, mini games were conducted “in flight”. Those who won received bonus breaks. The biggest motivation to push their limits? The last competitor standing would become a winner!

Results and Effectiveness
A grand bash it was! 38 free seats were given as birthday gifts worth more than RM 50k. Year-on-year revenue up 15% vs same week in 2013. Unique visits to AirAsia.com up 26% versus Dec 2013 as a result of the 12- hour campaign.