AirAsia needed to rejuvenate its brand image in conjunction with Visit Asean@50 campaign. But continued reliance on price promotion, as a result of a highly competitive environment where market players had to constantly lower its fares to fill up seats, was impacting the airline’s brand image and revenue. In addition, Asean destinations had low appeal for Malaysians who favoured more ‘premium’ destinations such as HK, Japan and Australia.
To mitigate fare dumping and to increase seat take-up for Asean destinations, we moved away from clichéd landmarks and fare ads and launched an immersive travel series “Adventure Live”. This one-of-a-kind, completely live travelogue were broadcasted live from six Asean destinations on AirAsia’s Facebook via Facebook Live. Audience were taken for a ride as they interacted and voted for the adventures the hosts experienced.
We pushed forth an innovative way to showcase an unedited and unexpected exploration all around Asean that our audiences were previously not aware of. This generated interest in Asean which consequently increased customer activity. We not only prevented decline but increased our average fare compared with the same period last year. Seat sold increased 27% during campaign period, a 14% increase compared with the same period last year.
Head of Commercial: Spencer Lee
Marketing Manager: Liew Wai Fun
Marketing Executive: Shermaine Chong
Production House: WE ARE KIX
Executive Creative Director / Director: Ion Furjanic
Producer: Jessica Richer, Cheryl Lee Yesudas
Director of Photography: Matthew Chow
Live Visual Effects: Art:Tech, Engku Iman binti Engku Ahmad Kamel
Live Countdown: Elyas Adnan
Live Sound: Fazry Santaroena