AIRASIA HOLIDAY QUICKIES

TitleAIRASIA HOLIDAY QUICKIES
BrandAIRASIA
Product / ServiceAIRASIA FLIGHT EXPERIENCE, DESTINATION ACTIVITIES
CategoryD03. Use of Social & Digital Platforms
EntrantUM Singapore, SINGAPORE
Idea Creation UM Singapore, SINGAPORE
Idea Creation 2 MEDIACORP Singapore, SINGAPORE
Media Placement UM Singapore, SINGAPORE
Production MEDIACORP Singapore, SINGAPORE

Credits

Name Company Position
Pauline Yeo MediaCorp Pte Ltd Senior Account Manager, Integrated Account Management

Why is this work relevant for Brand Experience & Activation ?

AirAsia wanted to re-position itself as the airline that enables Singaporeans to take a break from their busy work life through their #holidayquickies. Based on insights to Singapore travellers and AirAsia’s desire to make this campaign big and integral to Singaporean’s lives, AirAsia x YES933 Holiday Quickies was created. This conversation was aired on social, to drive social conversation between AirAsia, YouTube vloggers,and local artistes to drive the conversations. With the different organic communities each influencer has, we also engaged Singaporeans through organic social content. Beyond articles, music videos and travelogues from the 8 trips were created as well.

Background

Being a quieter travel quarter, AirAsia wanted to disrupt Singaporeans’ culture of planned holidays and the usual weekend breaks, and to have them go on instantly gratifying unplanned quick holiday breaks. In addition, AirAsia faced challenge of losing its position of a fun and bold airline to Singaporean. AirAsia would like to encourage Singaporean do a quick weekend getaway instead of hotel staycay or the idea of 40 mins train from east to west. Objectives: 1. Social engagement – is it driving above benchmark social engagement and noise. 2. Flight searches – are people inspired and led onto AirAsia.com to search for flights. 3. Ticket sales – did air ticket sales increase, especially given that it’s a quieter travel season.

Describe the creative idea (20% of vote)

The entire campaign started with the radio DJs sharing how much they wanted to travel and have a break. This was quickly disrupted by the campaign – bringing the usual morning drive time show to eight different cities. The DJs together with the rest of the influencers telecasted their morning drive time show during the #holidayquickie trips, again aligning with the campaign messaging. Each week the radio DJs would create a music video (onto the Facebook page) to reflect of their own experience at the destinations, creating different cliff-hangers to get audience looking forward to the next trip. In line with media consumer behavior, the trips were planned back-to-back to keep audience wanting to look out for the next one. Throughout the week, different platforms delivered different content to ensure that there’s not a quiet moment throughout the campaign.

Describe the strategy (20% of vote)

Building on this challenge, the Mediacorp team also understand that 1. 71% of Singaporeans are looking out for breaks and rest. 2. 53% are inspired to travel through social conversations. 3. 39% are inspired to travel by TV programs/video content. Understanding how Singapore travelers are inspired to travel, and that they are also screen-agnostic, we built a campaign around eight #holidayquickie trips by a team of influencers – running back-to-back, emphasizing on the possibility of doing holiday quickies (despite busy schedules) to instantly gratify their cravings for a break (like the rest of the 76% Singaporeans).

Describe the execution (30% of vote)

Leveraging on Mediacorp’s transmedia (social, digital, radio and television) reach and full influencer marketing suite, the campaign was developed by a #holidayquickie team of celebrities, radio DJs, and Bloomr content creators to create content out of a series of #holidayquickie trips. It was a 2 months campaign which the team took eight back-to-back holiday quickies to Bali, Kuching, Chiang Rai, Yogyakarta, Bandung, Ipoh, Phuket and Cebu, creating eight sets of content and amplifying them across Mediacorp platforms in real time. Creating platform-relevant content with the audience in mind - using word-of-mouth/radio, social conversations, social content, video content media placements. Total TV spots of 35 PT + 54 OPT per week; 32 OB radio spots + 50 commercial spots per week; a total of 2.14 million impressions on digital.

List the results (30% of vote)

1. Sales performance (no exact numbers available): a. AirAsia’s Q2 flight searches by 7.7% (quarter-on-quarter) b. Flight bookings by 24.8% (quarter-on-quarter) 2.Media performance: a. Digital Video (Toggle + YouTube): 292,165 Views b. Digital ads: Unique Audience Reached: 147,498 I. Standard Banners + High-Impact Ads Impressions delivered: 1,212,648 Overall CTR: 0.20% Clicks: 2,415 II. Video Roll Completed Views: 1,400,689 Completion Rate: 77.99% Overall CTR: 1.22% Clicks: 36,748 3.Social performance: a.318,000 consumers were reached by the Facebook Live steam with a 22.64% engagement rate b.Facebook (on Yes933 Facebook page): 1.03M users reached. c.Instagram (on Yes933 IG page): 166.7K users reached. d.Facebook Live (Morning Drive Time show): 182,045 Views

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