Product / ServiceAIRLINE
CategoryA01. Event & Field Marketing
Entrant Company:MINDSHARE Hong Kong, HONG KONG
Sales Promotion/Advertising Agency:MINDSHARE Hong Kong, HONG KONG

The Brief

AirAsia is a Malaysia-based budget airline. Although AA names the World’s Best-Low-cost Carrier for 2 consecutive years in 2009 and 2010, the overall brand awareness and customer base in HK is still limited. Agency is briefed for a summer campaign to promote AirAsia brand and flights to key resort destinations like Phuket, and at the same time enlarge the prospect database cost-effectively. Very focus on young adults looking for affordable luxury and city escape. Key challenge is to stimulate the desire of our unique AA experience via a breakthrough event activation program to achieve the objective with limited resource available.

Describe how the promotion developed from concept to implementation

We hijacked 5 public BEACHs as our EVENT platform, and build cross-the-line with personal encounter and facebook viral A first-ever-see giant Floating Billboard built in the sea with provoking message “Nice Beach: But Phuket is way better” as our event backdrop; Its unexpected appearance caught all swimmers attention. AirAsia flight-crew in red bikinis ran into the beach to encounter with swimmers in person: distributing free paper-fan, taking witty photos with swimmers and share in facebook; and using iPad to show how to tag and share the facebook photos which spread this fun and unique AirAsia experience to their social circle

Describe the success of the promotion with both client and consumer including some quantifiable results

More than event, this program deepened our brand relationship with audience, and built extra connections to thousands more youngster who did not go to the beach themselves, but their trusted friends did. • Encountered total 10,000 people in person, and took more than a thousand picture with them • It induce AirAsia HK facebook fanspage visit, traffic rocketed 20 times during the campaign • No. of facebook fans increased 25% in that three weekends, which expanded our potential customer base cost-effectively • One of the key driver helped AirAsia sold-out 500,000 tickets online in 24 hours around South-East Asia

Explain why the method of promotion was most relevant to the product or service

Research shown marine sports is hottest activities in summer which prefectly fit our brand. Social media is proved the most engaging media where target are willing to share cool and fun experience with friends, and associate themselves with brands they see as “fun”. This is reconfirmed AirAsia global now used SNS as the key business driver for reach out. Agency strategically create a platform integrate the above, and lived this up through event activation program in a real BEACH to stimulate audience desire for an escape with AirAsia, plus effectively extend our reach and building up prospect database via SNS


Name Company Position
Gal Lam Mindshare Director
Davy Lau Mindshare Director
Opal Shek Mindshare Associate