benchmark report
airline marketing
map my personality
360° cabin walk throughs
EVA AIR
HONG KONG AIRLINES Hong Kong Airlines has become the first airline to try a new immersive 360-degree mobile ad format , to promote its premium cabins. While other airlines have offered tours of their cabins and lounges, the new ad format, developed by Kiosked , delivers the same interactive experience to ad placements, without requiring viewers to click out to a different site. On mobile devices, visitors can view the ad, expand the image, and tilt the phone to explore the cabin and imagine themselves enjoying a premium flight experience . Ming Chan, General Manager, Brand Centre at Hong Kong Airlines said, “This innovation allows us to scale our campaign and deliver a stunning experience directly to the mobile screen of our desired audience.”
JULY 2016 ISSUE
Antony Yiu, head of digital at MEC, the global media agency behind the campaign, said, “Given the sheer volume of online ads audiences are exposed to, being able to deliver an engaging, interactive experience through the innovative 360° ad unit in addition to Facebook and YouTube is critical.”” The new ad format claims to be 35 times more effective than traditional display adver tising with a 4.51% click-through-rate (CTR) to the target site, and repor ts viewers spending nine times longer exploring the content than traditional display. According to initial reports , Hong Kong Airlines has recorded immediate direct bookings from the ads, with high engagement rates.
EVA Air has been running a unique digital campaign designed to better inform customers of its cabins, services, and route network, while gathering useful insights to its passengers’ traveller preferences. Developed with KRDS Digital Singapore, the month-long ‘Map My Personality’ project offered par ticipants the chance to win roundtrip tickets to Eva Air destinations. The top prize was a trip for two to Nor th America, and the airline also gave away two elite class tickets to Taipei every for tnight. Par ticipants answered a few quiz questions, then were directed to watch videos related to their personality test results; each video featured an element of the EVA Airways flying experience.
towards the big prize (infographic) . Those who encouraged friends on Social Media to take the quiz could earn even more points by answering a bonus question. “Through ‘Map My Personality’, Eva Air will be able to engage with its core online audience; to continuously understand both our business and leisure travellers’ lifestyle preferences and create experiences according to their changing needs, said Chia Sy Yuan, marketing supervisor, Eva Air. This was the airline’s first digital campaign of the year and was timed to compliment the launch of the airline’s new direct flights from Taipei to New York, star ting July 7 and to Chicago star ting on November 2.
Par ticipants could visit the site daily to answer more questions, earning points
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
