Japan Airlines (JAL) has launched a campaign that uses personalisation across an individual’s preferences, intent and the relevance of the platform.
To do this, the brand has tasked Ogilvy with creating dynamic creative and Mindshare Singapore to take on the media buying.
According to Ogilvy, the strategy is to create digital creative that can use audience emotion as they use different digital touchpoints. Using adaptive content is key to getting the attention that a band needs, according to the agency.
Chris Riley, chief executive of Ogilvy Singapore, said: “It has never been more important to deliver the right message at the right time for our clients. However, it has become more complex than ever to achieve this goal. By combining creativity with technology we can produce authentic branded content and messages for multiple audiences across various platforms. We are thrilled to be in a position to help JAL with a dynamic content optimization approach that will drive cost-effective business results.”
The ‘Fly Once, Fly Always’ campaign is the first activity since JApan Airlines appointed Ogilvy as its agency this year in July and it will run for six months.
Sze Hunn Yap, regional marketing manager at Japan Airlines, said the complexity of South East Asia as a region demands a more personalised approach to digital advertising.
“Personalised and relevant content is the currency for driving customer experience, engagement and commerce today. As Southeast Asia is one of the most demanding and complex regions, we are excited to have partnered with Ogilvy on this campaign that will allow us to use consumer insight and behaviour to inform creative changes as we test and deliver timely, tailored messages best suited to our audiences’ ever-changing preferences,” added Yap.
The brand has been investing in its digital marketing capabilities this year and, for a different project with Adobe’s Advertising Cloud business, it said it was already reaping the benefits.