On 7th November 2022, AirAsia launched its biggest ever ‘Mega Sale’. 7 million free seats were offered to celebrate an 700 million passengers flown in conjunction with the airline’s 21 year anniversary. The seven day sale was supported by a Out-of-Home (OOH) campaign, which counted down each day of the sale on 40 spectacular digital screens across Malaysia.
A key campaign objective was to be seen as often as possible and create an urgency for audiences to book their free seats before the campaign ran out. AirAsia worked with the Global OOH technology provider Moving Walls to activate the campaign. Through the Moving Audiences platform, they were able to identify the most relevant locations and times to reach travellers and deliver the most impressions.
Within seven days, the campaign reached 4.10 million impressions. To influence user activation, AirAsia also leveraged Moving Walls’ dynamic ad serving capabilities to add a countdown element that changed every day across all the screens.
Srikanth Ramachandran, Founder and Group CEO at Moving Walls, said: “It made perfect sense for AirAsia to use Programmatic DOOH to create awareness of their biggest sale ever. They quite literally painted the town red and, more importantly, were able to verify that the campaign was able to successfully deliver against forecasted impressions.”
The promotion showcased multiple creatives of the different destinations that audiences could look forward to when booking the campaign. This element of flexibility is possible on digital panels and allows brands to test responses to different creatives.
“Digital screens outside the home have become a permanent feature in places where audiences spend most of their time. It is important that we are able to stay nimble and run measurable tactical campaigns on this format too. Our partnership with Moving Walls is enabling us to experiment with different executions on Digital OOH and the use of dynamic creatives is just the beginning,” said Mahek Shah, Head, Account Management at AirAsia.