AAX
domain/Media and Entertainment+UI/Identity+team size/06
Air Asia wanted to create an extreme buzz around the Adelaide launch by relying on key attraction – Great White Shark cage diving. Leverage on traction generated by the initial buzz to draw suspense and to create sustenance in lead up to the YT campaign.
Overview
Air Asia wanted to create an extreme buzz around the Adelaide launch by relying on key attraction – Great White Shark cage diving. Leverage on traction generated by the initial buzz to draw suspense and to create sustenance in lead up to the YT campaign. Launch YT AAX challenge to highlight destination awareness and social engagement with potential travelers.
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Overview
Air Asia wanted to create a buzz around the Adelaide launch by relying on a key attraction – Great White Shark cage diving. Leverage on traction generated by the initial buzz to draw suspense and to create sustenance in lead up to the YT campaign. Launch YT AAX challenge to highlight destination awareness and social engagement with potential travelers.
Approach
• We developed the Brand Channel for AirAsia and custom HTML5 gadget for organizing the AirAsiaX challenge.
• Handled complete design and development of this gadget.
• The custom gadget for the AAX challenge was embedded within the AirAsia brand channel on YouTube inside an iFrame.
• The gadget was hosted on Google App Engine.
Result
The campaign ran successfully for a 3 month duration. The contest received an overwhelming response and the AAX challenge went viral on social networks across the South East Asia regions.