Malaysian Media Awards Winners Showcase

2011 | |

The New ‘Airline Crew’ by Axiata

Advertiser: Axiata Group Berhad
Brand: Axiata Roam
Creative Agency: -
Credits: Juliana Chua (Planning Director), Low Bee Lin/Darren Pedley (Activation Manager)


To capture in and outbound travellers’ attention on Axiata’s low roaming rates offered by their network of mobile operators. High roaming cost is always a travellers’ concern. The promotion was for 3 months. Task was to enable message cut-through in an impactful manner against the competitive and cluttered airport scene.

Created an innovative and first-of-its-kind promotional sales activation within the airport grounds to influence and push travellers to switch to any of Axiata’s network when they arrive at the respective countries. The arrival and departure terminal is a point-of-sales touch point for a telecommunication segment in an airport environment. The goal is to have promotional ambassadors capture-divert-engage with the travellers to broadcast the Axiata promotion through an unconventional manner in a disruptive airport environment.

To complement the airport environment, we invented the Axiata Roaming Crew where the promotional ambassadors are disguised as a group of airline crew representing Axiata’s operating companies from 5 different countries in Asia. The Axiata Roaming Crew captivated the attention of all airport travellers in KLIA and LCCT, as they were dressed in an unusual manner for an airline crew. The message board that they were carrying highlighted the roam rates for Axiata’s respective network.

The Axiata Group recorded a 30% increase in roaming traffic during the 20-day ground activation per airport. The travellers took the time to read our message board and have their pictures taken with our ‘airline crew’. Instant e-flyers were developed from the pictures the travellers took and shared it online.