Air Asia

Objective:

Low-cost carrier, AirAsia faced strong headwinds from millennials. Industry data showed that millennials have little or no loyalty to airlines and tend to switch from carrier to carrier to find the cheapest deal. AirAsia needed to find a novel and exciting way to engage with millennial consumers to build brand affinity and cut through the noise in a truly AirAsia way – unexpected and even, provocative.

Strategy:

We decided to rebrand the mini break for millennials with The AirAsia Holiday Quickie. We embarked on a three-month campaign to take Singapore’s leading KOLs and influencers on their very own ‘Holiday Quickie’ short getaways across Southeast Asia. We knew running a campaign that revolved around innuendos in a society where conversations around sex are still taboo took guts. But we wanted to move away from the outdated formula of ‘trip and post’ – where an influencer goes on a trip and simply posts from the activities.

Results:

From the moment we reached out to them to the end of their trip, we wanted our influencers to immerse themselves in our creative experience, and this was well-received across the board.

• 26 key journalists and top-tier influencers attendees

• 35 news and feature articles

• 756 social posts published

• 48 million reach and impressions