THE #MOSTHAPPENING11.11

TitleTHE #MOSTHAPPENING11.11
BrandMALAYSIA AIRLINES
Product / ServiceMALAYSIA AIRLINES
CategoryA07. Travel / Leisure
EntrantADA Kuala Lumpur, MALAYSIA
Idea Creation ADA Kuala Lumpur, MALAYSIA
Media Placement ADA Kuala Lumpur, MALAYSIA
Production ADA Kuala Lumpur, MALAYSIA

Credits

Name Company Position
Eileen Khor ADA Asia Malaysia Head of Creative Services

Why is this work relevant for Direct?

Malaysia airlines wanted to specifically target the budget travellers who are mostly AirAsia frequent flyers. This group of budget-conscious travellers are accustomed to responding to cheap flight deals and not Malaysia Airline flights due to perception on price – but this campaign proved that a powerful combination of data, the right insights, content and media targeting is able to convert, and drive behavior change which led to fantastic brand and business results.

Background

The airline industry had an extremely challenging first half in 2018 due to escalating fuel prices, industry-wide overcapacity and worldwide pilot shortages. On top of industry pressure, Malaysian Airlines faced foreign exchange volatility and overcapacity in the domestic market.The path to profitability was nowhere near. Amidst these multiple headwinds, MAS saw an opportunity to improve their performance in Q4 2018 by tapping into Single’s Day – an annual global offline and online shopping phenomenon that runs for 24 hours on 11th November with steep discounts from many retailers and brands. However, many brands were competing for a share of the consumer’s wallet, and that included other airlines like AirAsia, Malindo, and more. MAS wanted to specifically target AirAsia frequent travellers as they paid attention to cheap flight deals, and drive these ‘new users’ to their website as these budget-conscious folks have never taken a MH flight due to price perception.

Describe the creative idea (30% of vote)

We created a campaign called the “#MostHappening11.11: the single best day to travel” – a targeted online campaign with tailored content and a media plan that ensured the right content was distributed to the right audience groups. We leveraged the MH brand acronym and used 11.11 to capture attention and using both in a hashtag helped to drive campaign awareness and recall. ‘The single best day to travel’ played on the Single’s Day event, which helped to make the campaign more relevant to the consumers.

Describe the strategy (20% of vote)

MAS wanted to specifically target AirAsia frequent travellers as they were always on the lookout for cheap flight deals, and we knew they would also be watching out for promotions on Single’s Day. MAS wanted to drive new users to their website and historically, these groups of budget-conscious folks will not take an MH flight due to perception on price. We used our telco-powered DMP to map against AirAsia frequent traveler profiles and came up with 3 very distinct segments to target – “Solo Travellers”, “Travel with Friends” and “Travel with Family”. We created bespoke digital and social media content for each persona catered to their different travel behavior and interest. The information from their device IDs also told us their online behaviour and habits. That helped us to design a digital and social media plan that would reach them at the right platform and the right time.

Describe the execution (20% of vote)

We developed a series of 3 video montages targeting the audience segments in multiple digital channels. The first teaser post went live on 5th November 2018, and subsequently from 6th – 10th November we flooded over 50 pieces of content on Facebook, YouTube, Google and various CRM channels.We also had our content on FireFly, Malaysia Airline’s partner site, and Lazada. The intent was to create awareness about the special deal MAS was offering, and to drive traffic to MAS’s website where they could find out about the promoted destinations and special offers. The different pieces of content carried different messaging to different people and retargeted those who ignored the ads the first time to direct them to MAS’ website. Finally, on 11th November, we focused our efforts on maximising revenue by driving conversion (ticket sales) on MAS’ website with reminder messages that the offer will be gone in 24 hours.

List the results (30% of vote)

In just 7 days, we achieved: 1. 3.74 million views on all our videos. 2. Over 69,000 people clicked on the ads leading to 40,000 website sessions. 3. Out of these 40,000 website visitors, 70% of them were new. 4. Over 2.5x ticket revenue vs a similar period the year before. 5. 15x return on advertising spends.