Results and Effectiveness

Over 12 working days, targeting 72 inbound and outbound flights in 2 airports, the airline crew reached over 20,000 travellers from Axiata operating countries. The execution yielded immediate results with travellers switching to Axiata networks in 5 different countries. This uptake was recorded with a significant increase of 20% in inbound roaming traffic and a 33% increase in outbound roaming traffic (based on voice usage trend). Travellers that took the time to read, pose and take photos with the crew turned this solution into e-flyers that were shared online via social networks and blogs.

Creative Execution

Targeting inbound and outbound flights that cover the respective Axiata operating countries and customising information in different languages should push travellers to switch to the relevant Axiata mobile network. The Axiata Roam Airline Crew was a 7-man team that would travel around airports to serve as the first or last reminder travellers saw upon their arrival and departure. The airline crew was dressed in svelte uniforms coupled with striking wigs in colours representing different Axiata operating companies. Deployed to two of the busiest airports in the country, the airline crew followed a pre-determined roving route that would allow them to stop and pose in creative formations to catch travellers’ attention. The crew also concentrated on arrival and departure gates of specific flights to disseminate key information via message boards.

Insights, Strategy and the Idea

Axiata Group, one of Asia’s largest telecommunications company has over 200 million mobile subscribers across 7 countries in Asia. Axiata Roam is an initiative across all its operating countries to enhance customers’ roaming experience by offering an innovative plan which will see roaming rates significantly slashed to ensure peace of mind. So we saw airports as the ideal touch points to create awareness for this service. However, they are cluttered with ads and travellers are constantly moving, focused on getting to their destination. Advertising message reinforcement in this environment is only effective at the right time and in a non-intrusive manner. The need for a ‘creative roaming’ message was necessary in order to catch these travellers and deliver the relevant information.