AirAsia wanted to re-position itself as the airline that enables Singaporeans to take a break from their busy work life through their #holidayquickies. To make this campaign big and integral to Singaporean’s lives, Mediacorp created a unique campaign with AirAsia – AirAsia x YES933 Holiday Quickies – that spanned across social, digital, radio and television.
Leveraging the reach of Singapore’s number 1 radio station YES933 and the star power of Mediacorp, the campaign developed by a #holidayquickie team of celebrities, radio DJs, and Bloomr content creators engaged audiences across Mediacorp’s full influencer marketing funnel. Each travelogue was well-aligned to AirAsia’s brand position through each influencers’ unique personality.
The team took eight back-to-back holiday quickies to Bali, Kuching, Chiang Rai, Yogyakarta, Bandung, Ipoh, Phuket and Cebu, creating eight sets of content and amplifying them across Mediacorp platforms in real time. The swift turnaround resonated with the campaign theme, and drove unprecedented engagement rates of 15.96% and reached over 1.1 million on Facebook and Instagram! The 2 months campaign increased flight searches by 7.7% and ticket sales surged by 24.8% – a massive win for Air Asia and Mediacorp.