Philippines – AirAsia rewards, Capital A’s loyalty program, has teamed up with SM Group to launch a loyalty program for SM Advantage Card (SMAC) members. Through the partnership, members can increase the ways they can enjoy their points on both AirAsia rewards and SMAC’s programs.
The ‘My SMAC, My MOVE’ collaboration enables a two-way conversion of points. Members can turn 200 SMAC points into 300 AirAsia points or 500 AirAsia points to 125 SMAC points.
AirAsia points can be used on flights for over 700 airlines. It can also be used for hotel accommodation, travel and lifestyle perks, which members can redeem on the AirAsia MOVE app.
SM and AirAsia inked the partnership on March 5 at the SM Retail Headquarters, Pasay City.
Nicole Tan, chief business officer of AirAsia rewards, said, “We are excited to team up with the Philippines’ biggest loyalty program to offer a truly rewarding experience for both SMAC and AirAsia rewards members. This partnership allows members of both programs to maximise the value of their points, whether by turning everyday shopping into travel adventures or using AirAsia rewards for more shopping perks.”
“We are excited to launch this collaboration with AirAsia rewards. By combining shopping and travel rewards, we’re enhancing the value of our loyalty program and offering more meaningful experiences to our members,” Patrick Cua, chief operating officer of SMAC, said.
Ricky Isla, CEO of AirAsia Philippines, commented, “We are positive that this partnership will further boost the appetite of travel tourism in the country. This reflects our commitment to making travel more accessible and rewarding for Filipinos.”
Manila, Philippines – The Department of Tourism (DOT) has forged a partnership with airline AirAsia Philippines to promote the Philippines as a Muslim-friendly destination.
AirAsia has been offering Halal-certified meal options on its domestic and international flights, which aligns with DOT’s aim to increase Muslim tourists in the Philippines through inclusive experiences.
As part of the partnership, AirAsia Philippines is increasing flight frequency to Cebu, Caticlan, and Cagayan De Oro with the goal of boosting tourist revenue.
Starting January 16 this year, AirAsia Philippines guests can try the new addition to the menu of Santan, the airline’s food and beverages brand. Santan has launched the Halal dish ‘Beef Rendang with Chicken Pastil,’ which is inspired by the culinary traditions of various tribes in Davao. The dish was developed in partnership with the Universal Islamic Center.
Santan’s other offerings include ‘Nasi Lemak and Chicken Rice’ and ‘Chicken Inasal,’ all prepared according to Halal standards.
“AirAsia Philippines takes pride in breaking barriers to travel and making our services more inclusive for all, especially for our Muslim travellers. We are very bullish. We will make this partnership stronger, bigger, and more successful. We understand that airlines play a vital role in the Halal promotion as we are one of the frontiers of consumer journey in tourism. Hence, we continue to be agile and enhance our offerings so that everyone feels welcomed and truly at home when they visit our beautiful country,” Ricky Isla, AirAsia Philippines’ chief executive officer, said.
“As part of our strategy to become a Muslim-friendly tourism destination, we have ensured that the touch points of Muslim tourists in the country are properly addressed. We anticipate that the Santan menu will add even more dishes that are inclusive to our communities in the country bringing more delight to our travellers. Also, I am heartened to know that the focus of AirAsia will be on the expansion of domestic tourism in the country. This memorandum that we have signed today is a testament to the power of collaboration reflecting our shared aspiration for an inclusive and globally competitive Philippine tourism industry,” Christina Garcia Frasco, DOT secretary, said.
Kuala Lumpur, Malaysia – AirAsia has recently joined forces with video game companies SEGA and ATLUS to bring the ‘Sonic the Hedgehog’ and ‘Persona 5’ franchises to life through custom aircraft liveries and immersive in-flight experiences. Said partnership is in conjunction with the larger ‘The Colour Of Connection’ campaign by AirAsia brand co. (Abc.), the brand management arm of Capital A.
The two aircraft will fly routes across AirAsia’s network of over 100 destinations including major cities in Southeast Asia and Asia Pacific like Bangkok, Tokyo, Seoul, Taipei, Shanghai, and Sydney, bringing the thrill of popular gaming culture and lifestyle to many guests and fans around Asean and beyond.
In addition, Santan in-flight catering will offer a special treat inspired by Sonic the Hedgehog – the Sonic’s Golden Ring Cakes. These zesty mango and lemon-flavoured golden ring cakes, reminiscent of Sonic’s iconic golden rings, are available for pre-booking on all AirAsia Malaysia (flight code: AK) and AirAsia X Malaysia (flight code: D7) flights. Priced at RM13, the combo includes a Fizzy Iced Yuzu drink and a free Sonic-themed sticker with each purchase.
Lastly, AirAsia will introduce exclusive Sonic the Hedgehog and Persona 5 merchandise, available for purchase starting in the first quarter of 2025 on all AirAsia Malaysia and AirAsia X flights, as well as on AirAsia MOVE Duty-Free, allowing fans to take home a piece of this collaboration.
“Through the aim of building an immersive experience, guests can fly on these planes emblazoned with the universes from SEGA and Atlus. From the livery design, to little in-flight touches, a Sonic the Hedgehog-themed meal and more, you’ll feel like you stepped into these iconic universes–not forgetting that the collaboration also includes exclusive merchandise,” Rudy Khaw, Chief Executive Officer of AirAsia brand co. (Abc.) said in an exclusive interview with MARKETECH APAC.
Rudy also notes that as part of AirAsia’s ongoing evolution into a well-rounded brand across travel, lifestyle and beyond, these collaborations reflect their focus on offering guests and brand enthusiasts transformative experiences, making the journey itself as exciting as the destination.
“By weaving in elements of these iconic franchises, we’re connecting our guests to their passions and fandoms while reinforcing AirAsia’s role as a leading Asean brand focused on inclusivity, accessibility and cultural relevance,” he added.
Collaborations to connect with audiences
It is worth noting that special liveries for AirAsia have been focused on commercial ones as part of their AirAsia Media offering, which includes partnering with Watsons, Genting Malaysia, and more recently with the Singapore Tourism Board (STB), Gardens by the Bay and Mandai Wildlife Group for its ‘Love, Singapore’ campaign.
However, Rudy notes that this special collaboration with SEGA and ATLUS is meant to forge a deeper relationship of customers to the brand, as it aims to develop itself into a full-grown brand beyond travel and lifestyle.
“While past partnerships like Watsons and Genting Malaysia were rooted in commercial engagement, our partnerships with Persona 5 and Sonic the Hedgehog stand out for their deeper emotional resonance. These franchises have passionate fan bases across the globe, and by incorporating their world-building into the travel experience, AirAsia isn’t just advertising a brand—it’s facilitating cultural connection,” he said.
Rudy added, “This is in line with our role as Asean’s creative incubator, where we focus on amplifying cultural narratives and tapping into the emotional aspects of the customer experience, further positioning AirAsia as a creative trailblazer in the region.”
Experiences beyond traditional platforms
Rudy notes that as the AirAsia brand has evolved to represent a dynamic travel and lifestyle platform that transcends industries—from aviation to digital and creative ventures–so does too their ways of promoting brand experiences for customers.
“While this initiative is driven by Abc., the strategic importance lies in how we position brands within a multi-faceted experience, moving beyond traditional media platforms,” he said.
A key highlight of this collaboration is to expand AirAsia’s reach into new verticals like gaming, anime, and pop culture, while showcasing Asean’s creative potential.
“By aligning with cultural and entertainment franchises like Persona 5 and Sonic the Hedgehog, we are able to leverage our platform to push boundaries, creating authentic, emotionally resonant experiences that go beyond advertising,” he said.
When asked about what advice other similar brands or franchises can take from this collaboration, Rudy emphasises the importance of authenticity and cultural resonance. For him, AirAsia isn’t just about brand visibility–and more about building meaningful connections, both physically and emotionally.
“With a presence in aviation, travel, logistics, and fintech, we offer a unique platform for brands to engage with a diverse, culturally rich Asean audience. Brands should focus on how they can align their narrative with Asean’s spirit of diversity, community, and creativity. It’s crucial to think about how your story can elevate and inspire these communities, while also providing consumers with new, transformative experiences through our well-rounded media ecosystem,” he concluded.
Singapore – AirAsia, in collaboration with the Singapore Tourism Board (STB), Gardens by the Bay and Mandai Wildlife Group has unveiled the ‘Love, Singapore’ aircraft livery today. The launch comes as part of a joint campaign to promote inbound travel to Singapore from visitors in Malaysia, Thailand and Indonesia, riding on the year-end travel peak in the region.
This Airbus A320 aircraft livery features a special design showcasing Singapore’s iconic attractions, including Gardens by the Bay and Mandai Wildlife Group’s wildlife parks such as Singapore Zoo and Bird Paradise, alongside Merli, Singapore’s energetic and outgoing brand character inspired by the Merlion.
Moreover, this livery aims to inspire regional travellers to rediscover the diverse and vibrant experiences that Singapore has to offer.
Terrence Voon, executive director for Southeast Asia of Singapore Tourism Board said, “We are delighted to partner AirAsia and our tourism stakeholders, to bring Singapore’s offerings to life in our regional skies. Our exciting lineup of events and experiences will give travellers plenty of reasons to visit or revisit Singapore this year, and we encourage them to take advantage of the great deals that will launch with the “Love, Singapore” aircraft livery to book their next holiday to Singapore.”
Meanwhile, Dato’ Captain Fareh Mazputra, managing director of AirAsia Malaysia, commented, “We are proud to partner with the Singapore Tourism Board, especially as we mark 20 years of operations in Singapore this year. Currently, we operate 454 flights weekly in and out of Singapore to Malaysia, Thailand and Indonesia. Amongst all, the Kuala Lumpur-Singapore route, being the world’s busiest, is vital for boosting tourism and this partnership is a perfect opportunity to leverage our extensive flight network to strengthen our ties between the neighbouring countries.”
Moreover, Addison Goh, senior director of business development at Gardens by the Bay said, “Gardens by the Bay is honoured to be featured in this collaboration between AirAsia and Singapore Tourism Board. As a horticultural show garden that was most recently voted the top attraction in Asia and eighth best attraction in the world in TripAdvisor’s 2024 Traveller’s Choice Awards, our chief mission is to spread our love for the plant world in new and creative ways to reach out to a broad audience beyond just nature lovers. There is so much that we have to offer visitors to Singapore, and we are excited to be able to share what we do with travellers from around the region.”
Lastly, Jean Choi, chief sales and marketing officer at Mandai Wildlife Group, stated, “We are excited to bring the magic of our wildlife parks to the skies, and in a truly unique way. With ever-evolving experiences from close animal encounters to seasonal events like Night Safari’s 30th Anniversary, there’s always something new to explore in our parks. As part of the “Love, Singapore” campaign, AirAsia customers booking flights to Singapore can enjoy a special promotion on park admissions or take advantage of our value-packed ParkHopper bundle where you can access four parks for the price of two. It’s a perfect time to visit Singapore and immerse in meaningful wildlife experiences.”
Malaysia – To celebrate its 30th anniversary, Watsons Malaysia has launched its first-ever branded airplane in collaboration with AirAsia, taking its health and beauty offerings to the skies.
The Watsons-branded airplane will start serving passengers from mid-July onwards at Kuala Lumpur International Airport Terminal 2 and will feature Watsons’ branding, in-flight shopping opportunities, and various in-flight engagement activities.
As part of its 30th anniversary celebrations, Watsons Malaysia will introduce a series of initiatives to share joy with its customers and enhance the shopping experience.
The in-flight shopping experience features key product categories, including travel and health essentials, on-the-go beauty products, exclusive brands, and Watsons Brand items. Passengers can easily view and scan QR codes for these products before take-off and conveniently collect their purchases at any Watsons stores in Malaysia upon arrival.
Watsons members can also enjoy region-wide privileges with the Asia One Pass, available in 10 markets. This allows members to access local offers while travelling and earn points not only in their home market but across all Watsons markets in Asia.
Loyalty members who spend at least RM100 in a single transaction, either offline or online, will have the chance to win prizes such as AirAsia flight tickets, AirAsia MOVE hotel stays, AirAsia MOVE points, and Watsons e-vouchers.
Dr. Malina Ngai, group CEO of AS Watson Group, said, “Today, I’m excited to officiate the launch of our partnership with AirAsia to have our first-ever Watsons-branded airplane as a special initiative for the 30th anniversary. What led us to this partnership is our shared belief that ‘Sky is Not the Limit’—our passion to serve our customers has no limits, and anything is possible for us.”
Ngai added, “Watsons has been at the forefront of revolutionising the in-store environment for customers, and over these two years, we’re innovating customer experiences in Asia, including Malaysia, and investing USD250 million in 6,000 new and upgraded stores. This means 75% of the store portfolio in Asia will provide a more innovative and enhanced experience for our customers.”
Caryn Loh, managing director of Watsons Malaysia and regional exclusives director at Watsons International, said, “As customers’ expectations for a seamless and pleasant shopping experience have been rising for over two years, Watsons Malaysia is opening and upgrading 300 O+O stores and enhancing its shopping experience, making its stores the preferred destinations for interactive experiences as the No. 1 personal care and beauty retail brand in Asia.”
Watsons Malaysia is committed to elevating the shopping experience with innovative and immersive offerings that help customers “look good, do good, and feel great.” Central to its business is the dedication to providing a wide range of high-quality products at great value, ensuring a pleasant shopping experience. As one of the fastest-growing markets in Asia, Watsons Malaysia now operates over 700 stores and offers 12,000 products online and offline.
Kuala Lumpur, Malaysia – airasia academy, Capital A’s digital edtech company, has recently rebranded as ‘Outclass’, a learning experience platform designed to enable individuals to develop in a changing workforce context.
Outclass expands on airasia academy’s tradition of bridging the computer skills gap, it now provides a personalised learning experience to assist users in achieving their career goals.
Individuals and organisational leadership can use Outclass as a tool to meet talent development needs, enable worker potential, and get ready for a changing market. With aspirations to grow into in-demand fields like sustainability and ESG through a relationship with the United Nations Global Compact (UNGC), it now provides fifteen career options in the technology industry.
Outclass also stands in contrast to typical Learning Management Systems (LMS) with its full Learning Experience Platform (LXP). This versatile platform meets both individual and organisational needs. For individuals, Outclass uses the Big Five OCEAN-based personality test, co-developed with experts from Universiti Kebangsaan Malaysia’s Institute of Ethnic Studies (UKM KITA), to personalise the learning journey and empower career growth by matching learners with the most appropriate career tracks.
The platform creates a highly dynamic environment by creating performance-based goals, providing analytical dashboards, and issuing certificates. For businesses, Outclass provides flexible, and scalable LXP solutions with white-labelling possibilities.
YB Gobind Singh Deo, Minister of Digital Malaysia,said, “The Ministry of Digital Malaysia is honoured to witness the launch of Outclass today, a pivotal step in advancing digital reskilling and upskilling in Malaysia. This initiative is a testament to our unwavering commitment to equipping the nation’s talent with the digital competencies to thrive in a rapidly evolving landscape. Outclass will serve as a beacon of opportunity, providing tailored courses that meet the needs of our digital economy. The ministry commends Capital A for its steadfast support and dedication to driving digital inclusion and education, and we look forward to seeing the positive impact Outclass will have on shaping the future of our workforce as we thrive in IR4.0.”
Meanwhile, Aireen Omar, president (Investment & Ventures) Capital A and executive director of Outclass, said, “As we launch Outclass, we are excited to introduce a revolutionary platform designed to empower individuals and businesses alike. Outclass personalises the learning experience, leveraging artificial intelligence (AI) to recommend the best career paths based on your personality, ambitions, and skills. Soon, Outclass will be available across Asean, starting with Singapore, Thailand, the Philippines, and Indonesia, inspiring and equipping a new generation of professionals to excel and shape the future.”
Kuala Lumpur, Malaysia – Project Kavvaii, the VTuber arm of airasia, has announced that its remaining VTuber talents, Airi Gwynevere and Mikazuki Mai, will be retiring their online activities on March 31. The announcement was made officially via the VTuber project’s official X (Twitter) account.
— Project Kavvaii 🗯 LUNETIDE BEWITCHED ON WEBTOON (@projectkavvaii) February 29, 2024
According to the announcement, both talents will effectively strop streaming content by April 1, with their respective YouTube memberships and Streamlabs pages closed immediately as well. It is also worth noting however that their recently-released webtoon series titled “Lunetide Bewitched” will continue to release new episodes up until it is finished by end of season.
In an exclusive conversation with MARKETECH APAC, Project Kavvaii said that the decision was made by airasia to not renew the talent’s contracts due to changes in the company’s direction.
“The team will continue with other IP development projects. However, Project Kavvaii will not be so active, and we do not foresee taking in any additional talents anytime soon,” Project Kavvaii stated.
Despite the departure of the talents behind these VTubers, the agency said that their IP will remain in the Project Kavvaii ecosystem. Its team will continue working on projects outside of the VTuber project initiative, hinting that the initiative will not shut down completely.
With this, airasia’s Project Kavvaii would no longer have active VTuber talents in its roster. Its first-ever talent, Aozora Kurumi, ceased her VTubing activities in August 2022. Airi Gwynevere and Mikazuki Mai debuted as part of the agency’s Lunetide generation in April 2022.
The recent announcement is a far cry from the optimism airasia had back then when they started the Project Kavvaii initiative. In an exclusive interview with then-chief brand officer Rudy Khaw, he stated how VTubers had allowed them to tap into a new demographic that could potentially be new customers.
“As a digital company, the constant change in the way people consume online content drives us to explore cross-industry innovations with Project Kavvaii to stay relevant and ahead of trends,” Khaw stated back then.
Moreover, this new update comes in line with significant changes in the airasia ecosystem, with its airasia MOVE offering now offering a rebranded look, as well as its low-cost airline company Capital A announcing a business combination agreement with Aetherium Acquisition to enter listing in the United States.
Kuala Lumpur, Malaysia – Travel platform airasia MOVE teams up with pan-regional OTT video streaming service Viu to enhance its brand visibility and engagement through the latest Viu Original series, ‘From Saga with Love’.
With the title being ranked first in Viu Malaysia, airasia MOVE and AirAsia X will be featured prominently in the new rom-com series, which will be made available to over 65.5 million local and international monthly active users in 16 different markets.
‘From Saga With Love’ follows Karma, a budding social media influencer who bluffs her way into becoming an interpreter for A-list actress Bianca Rozario during her trip to Saga, Japan. Juggling her deception and a secret task from Bianca’s mother, Karma, along with videographer Bob and mysterious Sham, navigates a humorous whirlwind of problems, solutions, and romantic complications.
The partnership is part of airasia MOVE’s latest efforts to enhance its brand visibility and engagement as a travel superapp. Other initiatives include its community platform airasia Chat, digital radio station RedRadio, gaming hub RedGames, and Vtuber platform Project Kavvaii.
This initiative also follows the rebranding of airasia Digital to MOVE Digital, which the featured superapp also adopts, being seen and depicted as airasia MOVE within its appearances in the show.
Kuala Lumpur, Malaysia – Local low-cost airline MYAirline has announced that is suspending its operations following financial woes the company is currently facing.
“We deeply regret and apologise for having to make this decision as we understand the impact it will have on our loyal passengers, dedicated employees and partners. We have worked tirelessly to explore various partnership and capital-raising options to prevent this suspension. Unfortunately, the constraints of time have left us with no alternative but to take this decision,” the company’s board of directors said in a statement.
The company has also apologised to its passengers who have been stranded at the airports without assistance from MYAirline staff.
“At present, MYAirline is exploring all avenues to reactivate its operations and fly again. We respectfully ask for patience from all stakeholders while we evaluate all options. MYAirline will issue further updates when they are available,” the company also added.
The suspension of operations comes days after MYAirline had announced key leadership changes, with long-time CEO Rayner Teo stepping down due to health constraints.
Following this update, low-cost giant AirAsia has come forward to offer support to affected passengers and employees of the airline.
In a statement, airasia said that it is offering a special discount for affected passengers who have confirmed flight bookings to and from Kuala Lumpur, Langkawi, Penang, Tawau, Kota Bharu, Kuching, Kota Kinabalu, Kota Kinabalu-Tawau, and Don Mueng-Bangkok and Suvarnabhumi-Bangkok. This took effect from October 12 and will end on November 30.
Bo Lingam, group CEO at AirAsia Aviation Group, said, “As the people’s airline, we deeply empathise with all affected MYAirline passengers and their staff. We understand the stress and disruption this situation has caused and hope that this 50 percent discount will assist affected passengers in making new travel arrangements, making full use of our extensive flight network to all key destinations.”
He added, “Our thoughts also go out to all the dedicated staff impacted by this situation. We recognise the talent and experience of MYAirline’s staff, and would like to extend a helping hand. We are pleased to consider hiring eligible and qualified individuals from MYAirline who share our passion for the industry and are willing to contribute their skills and expertise to our team. We encourage affected MYAirline staff to reach out to us and explore the possibilities of joining our Allstars family.”
As travelers increasingly demand personalised and real-time experiences, the aviation industry recognises the imperative to adapt and engage with their target audience in more dynamic and data-driven ways. Programmatic DOOH campaigns represent a paradigm shift, allowing airlines to deliver hyper-targeted messages across a myriad of digital out-of-home platforms.
In this digital age, harnessing the power of programmatic DOOH not only enhances brand visibility but also enables airlines to foster stronger connections with their passengers, optimising the passenger journey and driving customer loyalty to new heights.
In an era marked by ever-evolving consumer preferences and the digital transformation of the advertising landscape, airlines have found themselves at the forefront of innovation by embracing pDOOH campaigns. And AirAsia is no stranger to this, who has used such channels to offer new promos and incentives for travellers who are itching to get bang for their buck when travelling to new places. More recently, AirAsia has used pDOOH to promote its 7 million free seats campaign, launched in celebration 700 million passengers flown in conjunction with the airline’s 21-year anniversary.
In this article, we take a look at how AirAsia worked with Moving Walls to communicate irresistible offers to Malaysian travellers to places across the ASEAN region.
The Challenge
As audiences geared up for peak travel season, AirAsia knew they had to make their deals stand out and reach relevant audiences. Given the focus on driving users to their super app, being present in the physical world and at multiple locations was identified as key to staying top of mind.
The Objective
Being the world’s leading low-cost airline, AirAsia is well-known for its seasonal flight and destination offers. The objective of this campaign was to ensure the latest offers were displayed at the right locations to drive audiences to take action online. Key digital out-of home (DOOH) locations were chosen for a period of seven weeks and the content being served should be relevant to the current offer.
The Solution
As the holiday season arrived, audiences yearned for new experiences. AirAsia designed several promotions inviting those in Malaysia to a range of different types of holidays. This wasn’t just a campaign – it was a meticulously orchestrated seven-week expedition tailored to every sort of traveller, with each week unveiling a fresh creative promoting a unique offer. Finally, the true flexibility of using DOOH screens was used at scale.
The Campaign Execution
The entire DOOH campaign was executed through the Moving Audiences Xchange platform, which boasts the highest reach in Malaysia covering every possible venue type and billboard location.
A select group of inventory was made available for the campaign and creatives could seamlessly be switched in and out with automated media owner approvals. Given that the platform provided real-time impression, ad play, and proof of play reporting, AirAsia’s marketing team was able to compare actual delivery to campaign forecasts and make adjustments where necessary. Below is a quick summary of the different mini-campaigns that got executed during the seven-week period.
Week 1: The Invitation to Regional Exploration – The first week was a siren call for regional exploration, offering a tempting 20% off on flight tickets to neighbouring countries. This week was all about stepping out of comfort zones and expanding horizons.
Week 2: The Indonesian Charm – The second week saw AirAsia igniting the travel bug with a flight ticket offer to Indonesia. The campaign was an open invitation to explore the rich culture and breathtaking landscapes of this Southeast Asian jewel.
Week 3: The Beach Bum’s Paradise – Week three was a sun-soaked, sand-strewn invitation to beach lovers with the tagline – “Fly for sun, sand, and sea”. It was a shout-out to those seeking to trade their office chairs for beach chairs.
Week 4: The Cultural Carousel – Week four was a cultural extravaganza, encouraging tourists to “Fly for exciting cultures”. This was an invitation for travellers to journey beyond their borders and dive headfirst into the vibrant cultures of different countries.
Week 5: The Lap of Affordable Luxury – The fifth week showcased the glamorous side of travel, with international flights starting from a mere RM279, and premium flatbed seats from RM899. This was a golden ticket for those seeking luxury without depleting their wallets.
Week 6: The Call of the Wild – The sixth week was a green signal for nature lovers to “Fly for serene naturescapes”. It was a call to all those yearning to swap concrete jungles with lush green landscapes.
Week 7: The Adrenaline Rush – The campaign reached a crescendo in the final week, with flight ticket promos encouraging thrill-seekers to “Fly for the thrill of it”. It was the ultimate call-to-action for adrenaline junkies ready to embark on their next thrilling adventure.
This seven-week odyssey was more than just a campaign; it was a testament to AirAsia’s deep understanding of its customers’ diverse travel preferences and an impressive display of creative DOOH ads.
The Results
By including the use of Programmatic DOOH alongside their digital efforts, AirAsia was able to build up real-world awareness that contributed to the success of the campaign on other channels.
On DOOH alone, generated a reach of over 29 million impressions, far exceeding our forecast of 22 million. This was garnered over 37 sites, spanning 9 states and 10 districts in Malaysia, showcasing the growing reach of programmatic DOOH.
Beyond these numbers though, AirAsia continues to showcase best practices for executing through new media channels. The scale and flexibility offered by Programmatic DOOH enabled them to literally paint Malaysia red while still verifying the results and switching creatives based on actual performance.
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