Racheal Lee
Aug 2, 2013

Air France Singapore debuts social-media campaign to reach youth

SINGAPORE - Air France Singapore has launched its first social-media campaign in the country to engage with online users and acquire followers on Facebook while raising brand awareness.

Air France Singapore debuts social-media campaign to reach youth

Developed by local independent digital agency Section, the campaign is aimed at portraying Paris as an ideal travel destination thanks to Air France’s daily direct flights from Singapore.

Launched last month, the campaign is centred around a Facebook game app that quizzes users on iconic Parisian imagery. The campaign also features content marketing, social media ads and newsletter blasts. In addition, bloggers were flown to Paris a week before the campaign was launched.

For Air France, this represents the start of a long-term strategy to appeal to a younger demographic. 

Low Ying Ting, social media coordinator for Air France KLM Singapore, noted that this is the first time Air France is working with a digital agency to explore social-media acquisition.

“Section surpassed all the other agencies that came forward to pitch for our project and we settled with Section without a second thought,” she added.

Related Articles

Just Published

7 minutes ago

DDB's hard-driving culture delivers wins, but at ...

AGENCY REPORT CARD: A dogged pursuit of pitches pays off in terms of new business, but our concerns about a lack of innovation and the network’s employee churn remain.

12 minutes ago

Let’s call time on the masculinity of beer

It's no wonder many women don't feel beer is a drink for them when much of the sector's most famous advertising—including for AB InBev's brands—has been so geared towards men.

14 minutes ago

Standard Chartered to use Dentsu Curate to drive ...

This win follows a pilot project across 30 markets using a made-in-APAC programmatic solution, which resulted in a more than twofold improvement in both campaign efficiency and video completion rate, according to the agency.

35 minutes ago

Distillery launches Diversity Type Project

The project aims to create a typeface that celebrates diversity and inclusion, and is created in partnership with the Diversity Standards Collective.