Integrated Campaign
16 destinations. 16 happy endings.
Air Asia has long been Southeast Asia’s leading low-cost airline in the short-haul sector. But with competition in the space growing, they needed to extend their market dominance. To do this, they wanted to repackage their short-haul offering and convince people to take shorter holidays more frequently with short but shiok experiences.
We took a closer look at Singaporeans and how they travelled. Our research showed that Singaporeans are always looking to find the ideal work-life balance in the face of constant financial and work pressures. What’s more, it revealed that many people felt that short frequent getaways with loved ones could help them feel refreshed and invigorated.
With tongue firmly planted in cheek, we created Holiday Quickies, a new short-haul package that served as the perfect chance to rekindle that romantic spirit again.
We launched the Holiday Quickies campaign with 60- and 30-second spots playing up the carnal desires of a married couple who were struggling to find time alone.
In addition to films and OOH, we also sent out a cheeky Holiday Quickie pack to media partners that helped them get into the spirit of the campaign.
Our campaign proved so successful that Quickies is still being used as the campaign platform years on from our launch.
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