Brand
Background
A sub-brand of AirAsia Berhad – Malaysian multinational low-cost airline AirAsia Group Berhad connects people and places across 388 routes
Target Audience
Backpackers from 18 to 25, mostly are university students and fresh graduate
Campaign Objective
Promote Brand Persona – Adventurous soul, Fearless, Embrace every challenge when traveling
Campaign Concept
- Create a reality show on Facebook about the adventure tour of ordinary people and her/his parent
- Invite ordinary people through Facebook wall game to make the campaign become viral
- Finish the tasks during traveling with her/his parent
- To parents: Backpack tour makes teenagers grow up and have fun
- To backpackers: AirAsia Go’s destinations are the perfect places for adventure
My Role
- Come up with the idea and concept
- Suggest the winner of Facebook wall game
- Plan the tour schedule
- Social media copywriting