Malaysian Media Awards Winners Showcase

The Challenges
Research found that in-flight meals were rated most poorly in the entire travelling experience. Our goal is increase AirAsia’s in-flight F&B take up rate by 8%; from 35% to 38% and total F&B revenue by 5% within a year. How do we change the passengers’ perception of inflight meals offering and increase AirAsia’s inflight F&B revenue with a tight budget, in just 2-weeks?

Insight, Strategy and the Idea
We found out that Urbanites associate food trucks with hot, delicious, unique and highly localized delights. Building on this insight we created a first of its kind unique culinary Santan’s sky menu, on-ground. We introduced Santan on Wheels – An AirAsia branded food truck that stops, cooks up a medley of taste, tantalizes your taste buds and leaves you craving for more. With a tight budget and duration in hand, we needed to find the best locations that would give us 1000x the reach – in short, 1,500 who can reach 1.5 million people.

Media Execution
We took the branded food truck to major publishers and gave them a taste of Santan in hoping they will be our genuine advocacy to share their experiences on our scrumptious offering nationwide via their personal and official social media channels, online articles, press write-ups and even TV coverage. We also appointed Chef Calvin Soo as the Wheels Ambassador who shared his experience in developing the wide range of hot meals to the delight of flyers, 36,000 feet above the sky. Event attendees were also given the chance to win 1,000,000 AirAsia BIG Points when they share their experience on social media with #AirAsiaSantanCombo.

Results and Effectiveness
• Achieved twice our target whereby Santan’s take up rate increased by 17%.
• Increased in-flight F&B revenue by +6.8%, surpassing our target of +5%.
• With zero-media budget, we reached 22.358 million people via official channels. Source: AirAsia’s Inflight F&B Sales Report