TOMORROW Shanghai has launched the latest integrated campaign for AirAsia following a competitive pitch. The campaign’s aim was to leverage the affinity of Chinese youth for off-the-beaten path attractions to drive sales and inject more energy and excitement into the brand.
Dragon Zhang, Associate Strategy Director at TOMORROW, explain, “We have identified accessible and fun extreme sports as both aspirational for our core young audience and relevant for AirAsia’s numerous destinations across Southeast Asia. Then, we discovered a simple, yet very strong insight valid for all extreme sports: they all have a certain moment in which the athlete naturally looks as if flying. This open-arms posture capturing the youthful exuberance of new experiences led us to the key campaign message: Whatever makes you fly, fly with AirAsia.”
Three KOLs were recruited for the campaign: longboard surfer Monica Guo, paraglider Zhang Kehan, and free diver Jessica Du. They become the heroes of an epic adventure across Southeast Asia, unveiling in the most authentic way all the excitement that AirAsia destinations have to offer.
The iconic flying posture was integrated seamlessly throughout all the experiences. From swimming with whale sharks or sardines and diving in waterfalls in The Philippines to visiting ancient temples, riding jungle swings, surfing or paragliding in Bali, or exploring colorful floating markets and doing skateboard tricks in Bangkok. The storytelling also included key AirAsia product features from the AirAsia booking app covering its wide network of over 140 destinations departing from Chinese airports, to the Santan menus and the Premium Flatbed seats.
To boost social engagement, the audience was driven to a playful campaign site were users where invited to select “the settings” of their ideal holiday with AirAsia. By doing so, they received video content customized to their settings to share with friends and got the chance to win free tickets to their dream locations.
The campaign site was viewed more than half a million times by over 100,000 unique visitors between June 10th and June 28th. The average time spent by the visitors was 72 seconds and the bounce rate was lower than 5%.
Mihai Gongu, ECD TOMORROW said, “This was a marathon production for both film and photo across three countries. So, we made sure we had the best local partners for the recce of tens of locations and a very experienced and passionate production team which got the best shots in the shortest time possible. Resting was mostly done on the way from one location to the other. AirAsia’s convenient connections and comfortable flights helped a lot in this respect.”
Rogier Bikker, CEO TOMORROW added, “AirAsia covers so many destinations in Southeast Asia and offers so many personalization options via its in-flight Santan menus and in-flight entertainment, that it was important for us to capture this customization feeling in the digital engagement. We achieved this via the playful settings-like interface and auto-generated customized video’s, which made the entire experience very captivating.”