Taiwanese airline Eva Air wanted to educate consumers about its three travel classes, its extensive services and its connectivity around the region and beyond.
To achieve this, the airline and KRDS Digital Singapore created an interactive personality-mapping test, titled ‘Map My Personality’. The quiz encourages travellers to answer questions based on their travel preferences. Following this, users are redirected to specific Eva Air videos based on their personality test results.
Said Chia Sy Yuan, marketing supervisor, Eva Air:
Through ‘Map My Personality’, Eva Air will be able to engage with its core online audience; to continuously understand both our business and leisure travellers’ lifestyle preferences and create experiences according to their changing needs.
A contest held throughout the one-month campaign period offered promotions and prizes including free trips to Taipei and any Eva Air destination within North America. Naturally, users could share the campaign on social media to earn more points.
Ad Nut likes the use of personality profiling and the quiz format to get potential customers engaging with the airline brand. Aren’t these personality quizzes an evergreen obsession in the human world? Ad Nut has heard horror stories of humans getting sucked down the rabbit hole of continuously answering the most obscure of quizzes and sharing the results on social media.
While it currently looks more like a tactical campaign, it could certainly be much more than that. Ad Nut hopes this element sticks around in a more comprehensive form as value-added service to help the brand differentiate itself, perhaps?
This keyboard-bound squirrel is envisioning being matched up to the perfect flight route based on personality, but missed out on the contest period (hint, hint).
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