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Tomorrow Shanghai & Air Asia focus on road less travelled theme
18 Jul
Tomorrow Shanghai has launched its first integrated campaign for AirAsia called ‘Whatever Makes you Fly, Fly With Us’.
The campaign is targeted at the young Chinese traveller looking for off-beat vacations and activities.
Tomorrow built the campaign around the adventures of three key opinion leaders: longboard surfer Monica Guo, paraglider Zhang Kehan, and free diver Jessica Du.
Speaking about the insights that drove the campaign, Tomorrow associate strategy director Dragon Zhang said: “We have identified accessible and fun extreme sports as both aspirational for our core young audience and relevant for AirAsia’s numerous destinations.
“Then, we discovered a simple, yet very strong insight valid for all extreme sports: they all have a certain moment in which the athlete naturally looks as if they are flying.
“This open-arms posture capturing the youthful exuberance of new experiences led us to the key campaign message: Whatever makes you fly, fly with AirAsia.
According to Tomorrow, the iconic flying posture was integrated through all the experiences whether it was swimming with whale sharks in the Philippines or visiting ancient temples in Bali.
The film also included shots of AirAsia features from the app to specialised menus and seats.
Social engagement was amplified by the campaign site which allowed users to select the settings of an ideal holiday. This helped unlock customised video content and the chance to win tickets to their dream destinations.
Tomorrow said: “The campaign site was viewed more than half a million times by over 100,000 unique visitors between June 10 and June 28. The average time spent by the visitors was 72 seconds and the bounce rate was lower than 5%.”
Speaking about the campaign Tomorrow executive creative director Mihai Gongu said: “This was a marathon production for both film and photo across three countries.
“So, we made sure we had the best local partners for the recce of tens of locations and a very experienced and passionate production team which got the best shots in the shortest time possible.
“Resting was mostly done on the way from one location to the other. AirAsia’s convenient connections and comfortable flights helped a lot in this respect.”
Tomorrow CEO Rogier Bikker said: “AirAsia covers so many destinations in Southeast Asia and offers so many personalisation options, that it was important for us to capture this feeling in the digital engagement.
“We achieved this via the playful settings like interface and auto-generated customised videos, which made the entire experience very captivating.”
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