CASE STUDY: How AirAsia increased brand scores by helping people realise their dreams

Aim

To increase brand awareness with the airline’s target audience while moving beyond being known as a low-cost airline through an unconventional campaign.

Execution

Between October 22 and 28, 2012, AirAsia staff members were stationed at Orchard Cineleisure, Singapore Institure of Management and Temasek Polytechnic, calling for entries for AirAsia’s inaugural ‘Live it up in the air challenge’.

Cabin crew hopefuls submitted short 30-second videos giving their thoughts on AirAsia. A total of 211 videos were uploaded to AirAsia Singapore’s Facebook page calling for public voting. Once voting was completeld, 50 contestants were shortlisted and underwent an audition to catwalk and participate in ice-breaker activities in front of an AirAsia panel of judges.

Seven finalists then completed a four-day, all-expenses-paid cabin crew training course. They were attached for three days to various direct routes from Singapore. On board the flights, they faced tricky yet common in-flight situations. Videos of how the finalists handled the situations were uploaded on Facebook. And once again, the public was asked to vote for the contestant who best handled the challenge. The three finalists with the most votes were then assessed by the panel of judges, after which, an eventual winner was chosen.

Results

AirAsia Singapore’s Facebook page saw an increase of more than 14,000 likes during the contest. Its Twitter page garnered more than 1000 additional followers between October 18 and December 11, the period of the campaign. The contest garnered votes from 8319 people. The campaign also received a total of S$12,100 worth of PR value from the coverage it received.