AirAsia celebrates the determination and dreams of Malaysians


  • Business
  • Saturday, 09 Jun 2018

Cutout scene: A scene from AirAsia’s Ramadan campaign.

IN the months of May and June, AirAsia launched two advertising campaigns; one for Ramadan with “AirAsia Ramadan 2018: Ikhlas” wishing Muslims a blessed Ramadan and the other to celebrate Kaamatan and Gawai Harvest Festivals in Sabah and Sarawak.

AirAsia’s Ramadan video dives into the lives of individual Allstars (AirAsia employees) and relishes in the true spirit of Ramadan. The video focuses on and celebrates the determination, integrity, perseverance and sense of responsibility that’s heightened for all Muslims throughout the holy month.

To celebrate Kaamatan and Gawai Harvest Festivals, AirAsia draws inspiration from a social enterprise whose rice business has flourished through the connections enabled by AirAsia’s extensive network. The story is centred around Langit, a hard working rice seller from Kuching, whose dream was to expand his rice business across Borneo. The tale carries viewers through Langit’s life; how he started his own family and his son’s aspirations in bringing his father’s dream across the continent.

Championing the thoughts in connecting brand with the audience, Spencer Lee, head of commercial of AirAsia Malaysia says, “At AirAsia, we connect and unite people through our extensive network.

“Such has been a journey for many of us in Malaysia and we are glad to be part of this journey in living the virtues of the true determination of Ramadan as well as bringing families closer across distance, more so during festivities like Kaamatan and Gawai, despite how far away they are.”

The story idea was conceptualised by AirAsia’s in-house marketing, branding and creative teams and executed by Graph Studio. Rudy Khaw, group head of branding says: ”Throughout the festive period, we want to highlight the struggles and breakthroughs that leads to celebration. At AirAsia, we believe that hardships are crucial for dreams to take flight and we wanted to celebrate the spirit of passion and perseverance going into Ramadan and Harvest Festival.”

Besides these two hero videos, AirAsia’s team, partnering Dentsu X Malaysia for media planning, is also running integrated campaigns including radio, print and activation plans, complemented with branded content and tactical airfare promotion. By collaborating with ERA and Hitz, AirAsia helped reunite four families with surprise visits ahead of the celebratory Harvest festivals.

In less than two weeks, the AirAsia Ramadan video garnered more than 630,000 Youtube and 1.4 million Facebook views, while AirAsia Harvest video with 2,300 Youtube and 30,000 views to date.

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