As part of its ongoing ‘Holiday Quickies’ campaign for Singapore launched this January, AirAsia created a promotion in partnership with Mediacorp which saw 100 Singaporeans get an all-expense paid quick getaway to Kota Kinabalu in Malaysia.
The partnership played out across digital, social and broadcast media. Initial registrations stood at 4,356 within 34.5 hours, with 1,200 people participating in an event at Funan Mall.
A press release on the initiative said: “Beyond the traditional shoutout around the giveaway, the campaign leveraged creative storytelling to engage audiences, first by creating suspense on social media.
“A total of 14 renowned Mediacorp artistes, including Shaun Chen, Paige Chua, Denise Camilla Tan, and six Bloomr content creators, helped to generate buzz and awareness in the lead-up to the event by posting content that hinted at the date and time of the giveaway.
“Teasers around the event were first made live on various social media platforms, followed by a post on the giveaway announcement a day prior to the event. The posts reached out to a wide audience and boasted an average engagement rate of 14.6%, with the teaser posts and the giveaway post recording a total reach of more than 700,000 and 400,000 respectively.”
The campaign also leveraged travel and lifestyle micro-influencers as well as popular radio hosts on radio station Yes 933.
Post giveaway, AirAsia held a 72-hour flash sale which saw a 50% increase in traffic and flight search, with 53% coming from Mediacorp artistes sharing the sale on their Instagram accounts.
Speaking of the promotion, AirAsia regional commercial head Amanda Woo said: “Our continued partnership with Mediacorp has allowed us to reach out to more Singaporeans from all walks of life through their various established channels.
“We received an overwhelming response for the giveaway and were very excited to see the massive turnout at the event. The collaboration with Mediacorp for this giveaway has definitely taken AirAsia Holiday Quickies Campaign to even greater heights.”
Mediacorp’s chief commercial and digital officer Parminder Singh added: “We are delighted that our partnership with AirAsia continues to yield impressive results, riding on the success of our initial collaboration for the Holiday Quickies campaign. This is testament to Mediacorp’s creative storytelling expertise and unparalleled ability as a national media network to reach audiences across our variety of platforms.”