An integrated brand campaign promoting short but fulfilling, pulse-raising, endorphin-boosting quick getaways, turning Singaporeans work-life balance aspirations into a reality.
A campaign evolved from the brand’s DNA
AirAsia pioneered affordable air travel in Asia and since then innovation has been constant, established on an ambition to add value to its products and services. Yet despite the successful ‘low cost’ appellation, value does not only lie in price. To communicate the product in a way that would resonate with consumers beyond value for money, we looked more deeply into how AirAsia’s offering can truly add value to people’s lives. That’s when we realised Singaporeans’ frustrations when it comes to work-life balance, and a lack of awareness for the options available to relieve this.
After that the thought process unfolded naturally to deliver AirAsia’s story in a universal way with a unique creative twist leading to a Big Idea that’s simple, self-explanatory, entertaining, true to AirAsia’s DNA and appealing to consumers.
January 7, 2019
Branding, Content, Digital, Experiential, Integrated Campaign, Photography, Print Advertising, Videography