benchmark report
airline marketing
stay three, stay free
fly smarter
HK EXPRESS Anyone who flew as a child and remembers the truly magical feeling of soaring through the clouds at 35,000 feet for the first time will surely relate to HK Express’s sweetly nostalgic ad campaign entitled: “Stay Three, Stay Free” Inspired by the LLC’s third anniversary, the promotion encourages adult passengers to step back from the daily grind when they fly, and remember the wide-eyed innocence and unbridled enthusiasm of young travelers seeing the world for the first time. It opens with a weary traveler enduring a hard day alone, when suddenly a rainstorm magically unleashes his cute inner child (complete with matching outfit and luggage). The spot playfully encourages HK Express passengers to “travel like a threeyear-old.” Highlighted by fun, upbeat music and shots of travelers jumping in puddles, exploring toy stores and eating ice cream
DEC 2016 ISSUE
AIR ASIA with their inner child doppelgängers, the clip really captures the lost joy of travel. Shot by cinematographer Pung-Leung Kwan , famous for filming several Hong Kong cinema classics, the impossiblyadorable spot was also made available in four different languages to highlight the diversity of HK Express’s regional passenger base. Offering new discounts every two days during the promotion period from Hong Kong to such popular HK Express destinations as Tokyo-Narita, TokyoHaneda, and Nagoya, the campaign was a runaway hit on social media with the initial TV spot generating more than 525,000 views on YouTube alone. The campaign was also written up online on such popular sites as Ads of the World , PSFK , and Marketing Magazine .
Fans of budget-conscious travel will surely get a kick out of Air Asia’s new “Fly Smarter” campaign. Geared towards the carrier’s increasingly impor tant passenger base in Australia and New Zealand, the spots highlight the often comical lengths that Air Asia goes to keep ticket costs down for their passengers on long-haul flights. Timed to coincide with Air Asia’s ninth year of flying to Australia, the spots have a fun, cheeky appeal that is sure to win the carrier fans down under and beyond on watchability and charm alone. Focusing on a handful of Air Asia’s key cost saving effor ts – like using lighter tablet-style IFE instead of bulkier pre-installed systems to save on fuel costs and the fact that the carrier doesn’t pass out peanuts and other unnecessary snacks or even hot towels – all of which are geared towards passing the savings back to their passengers, the most popular clip
has already been viewed 182,000 times on YouTube. Recently voted the World’s Best Low Cost Airline for an unprecedented eighth year in a row by Skytrax (which bases their awards on passenger satisfaction surveys from around the globe) Air Asia’s costsaving measures have obviously struck a chord with their passengers. And judging by the glowing write-ups and comments the campaign has received online on sites like We Love House Sitting , ETB Travel News and on the carrier’s popular Facebook , Air Asia is definitely flying high again with this one too.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
