Leo Burnett Taiwan highlights the experiences gained on holidays for China Airlines

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Leo Burnett Taiwan highlights the experiences gained on holidays for China Airlines

China Airlines recently launched a new a campaign via Leo Burnett Taiwan before the start of summer vacations to boost sales for the holiday season.

 

This year, China Airlines wanted to focus on younger audiences. Leo Burnett Taiwan did some research and social listening, and found that young people preferred to travel and spend money on experiences. However, often, they were not aware of the real value these travels brought them.

Travel meant something more than making friends jealous with gorgeous pics on Instagram, crossing off many places from a wish list, or buying little key chains and other clutter we collect from far-away places. Travel meant the experience that leaves a mark on our lives, by changing the way we think, look, and feel, or even to changing our life. On that note, this should be what the younger generation should be pursuing: a rich intercultural experience that can impact their lives.

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Leo Burnett Taiwan highlights the experiences gained on holidays for China Airlines Leo Burnett Taiwan highlights the experiences gained on holidays for China Airlines

Based on this insight, Leo Burnett Taiwan created different scenarios of travel “souvenirs” and their significances left in our lives. They tested the scenarios internally, with friends and clients, then chose the ones resonating with young Taiwanese the most.

Once the campaign was launched, organic views soared quickly. The video was watched over 8.9 million times in the first two weeks, exceeding 50,000 likes, 9,000 shares, and over 4000 comments. The campaign was widely discussed in social forums inspiring young people to share their stories on all the souvenirs they got from traveling.