AirAsia challenges Hong Kong on its knowledge of Asia

HONG KONG – How well do Hong Kong people know Asia?

In a new campaign for AirAsia called 'Find Your Asia' launched this month, J. Walter Thompson (JWT) challenges the people of Hong Kong on their knowledge of the region.

Hong Kongers are considered some of the most cosmopolitan people in the world, and the campaign testing their knowledge is centered on a series of fill-in-the-blanks questions.

For example, an outdoor display at a bus stop challenges commuters: “In Phuket, James Bond Island has a huge reef rock shaped like a ________.” The answer – cabbage – can be found on Facebook. Or: “Johor Bahru is home to the first _______ in Asia.” Answer: Legoland.

The work spans AirAsia’s social media and out-of-home platforms, and is intended to demonstrate that Hong Kong has a world of new and unusual destinations at its doorstep waiting to be explored.

“We’re thrilled to be working with this exciting, iconic Asian brand in this highly competitive market,” said Dennis Lam, general manager of JWT Hong Kong. The agency reportedly beat out two other digital agencies for the project.

There are currently 18 low-cost carriers servicing Hong Kong, and the sector is still in growth mode.  Low-cost carrier sales are forecast to grow from HK$40 million in 2014 to HK$50 million in 2018, according to Euromonitor.

Campaign Asia-Pacific’s view: We like the premise of testing the market on their knowledge of the region, as a prelude to the suggestion that a holiday should be taken to absorb more of the world. Any excuse, right?

We’re hoping the campaign will be scaled out to other markets, just to fulfill our own curiosity about which market in Asia holds the best or most informed travelers.

CREDITS:
Senior copywriter: Kate Desmarais
Copywriter: Kiefer McKenzie
Art director: Ian Jahng
Planning director: Connie Ho  
Business director: Chung Ho
Account manager: Cube Fong