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AirAsia targets Chinese millennials with adventurous messaging

AirAsia has launched a campaign in China that aims to draw Chinese youth to fly to off-the-beaten-path destinations with the low-cost carrier.

The campaign, called “Whatever Makes You Fly, Fly With Us” and created by Tomorrow Shanghai, used Chinese influencers, or key opinion leaders (KOLs), like longboard surfer Monica Guo, paraglider Zhang Kehan, and free diver Jessica Du to front it.

In the campaign film, the KOLs travel across South East Asia with AirAsia and take part in activities from swimming with whale sharks in the Philippines to visiting ancient temples, riding jungle swings, surfing or paragliding in Bali.

As part of the campaign, the public is driven to a website where they are asked to select 'the settings' of their ideal holiday with AirAsia.

After choosing a destination, users receive video content customized to their settings to share with friends, with the chance to win free tickets to their dream locations.

“AirAsia covers so many destinations in South East Asia and offers so many personalization options via its in-flight Santan menus and in-flight entertainment, that it was important for us to capture this customization feeling in the digital engagement,” said Rogier Bikker, the chief executive of Tomorrow.

“We achieved this via the playful settings-like interface and auto-generated customized video’s, which made the entire experience very captivating.”

AirAsia claimed over 100,000 unique visitors viewed the campaign site more than half a million times between June 10 and June 28. The average time spent by the visitors was 72 seconds and the bounce rate was lower than 5%.

The film was released as a WeChat Moments ad, Tencent Newsfeed ad and it ran as a Tencent pre-roll. The media push included advertorials in partnerships with WeChat KOLs.

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