AirAsia India aims to highlight the benefits of being a NeuPass member by encouraging people to "#JointheFamily" through three 30-second films with stories that bring alive the joy of being part of a family. The integrated campaign will run across cinema, print, OOH, digital and social media platforms.
Among the benefits which the brand seeks to showcase include exclusive member discounts, complimentary Red Carpet priority check-in, and baggage and boarding services. In addition, there will be assured NeuCoins that can be redeemed across the family of Tata brands participating on the Tata Neu platform. The campaign was conceptualised by AirAsia India's creative agency, Wunderman Thompson India, and was based on the insight that being part of a family is a rewarding experience.
The first video in the #JointheFamily series is titled "Superhero". Featuring a young boy who has to join a fancy dress competition, the video then shows his family members searching for red clothes and accessories to dress him up as a superhero. It ends off with the caption "Now redeem rewards from each member of the family", alluding to the benefits viewers can enjoy if they become a NeuPass member.
Next in the series is "Fracture", which shows a girl lying in bed, unable to move due to a fractured leg. However, this does not stop her friends from coming over, and decorating her room with fairy lights, cushions, and even bringing popcorn to watch a movie together. Similar to the previous film, it contains the same caption "Now redeem rewards from each member of the family".
Featuring a boy that is seemingly dismayed at the little amount of money in his wallet, the last film ad in the series is titled "Pocket Money". As the video progresses, it showcases his family members hiding money and coins in gifts they plan to give him, such as files, books, and even food.
Siddhartha Butalia, CMO of AirAsia India, said: “The NeuPass rewards programme affords [the brand] the unique opportunity to redefine loyalty from the commoditised and transactional nature of traditional frequent flyer programmes where individuals are defined by numbers, to a seamless and fulfilling experience of recognition and reward in every interaction."
Butalia explained that the campaign resonates with the essence of what being part of a family is meant to be - a relationship of understanding, a feeling of fulfilment and an experience that is truly rewarding.
Meanwhile, Priya Shivakumar, senior national creative director at Wunderman Thompson India, said that the agency saw the launch of this rewards programme and the benefits of being an aviator with AirAsia India as an opportunity to "communicate simple and endearing human stories with a touch of humour that bring alive the fact that close friends and family are the ones [viewers] can always count on".
"The campaign ties back seamlessly to the thought of redeeming rewards from each member of the family which was the idea we set out to deliver. By doing this, we not only elevated the conversation but also made it as personal and fulfilling as the rewards," she explained.
Meanwhile, the airline has also beefed up its marketing team in Indonesia by appointing Boni Andika as head of brand marketing, Indonesia. In a previous statement to MARKETING-INTERACTIVE, Andika said that he managed the brand and marketing functions for Asia Asia super app in the market, especially on the current delivery business of the super all, in his new role. He said: "I want to connect consumers through a highly engaging brand experience that convinces them to consider our value offerings".
Separately, AirAsia is pushing its boundaries and going from being known as just an airline to a super app. It has made waves in this segment in recent years by adding features such as hotel bookings and food deliveries. In April, airasia Super App inked a five-year deal with Google Cloud to push a "co-innovation ecosystem".
This includes nurturing technology talent, co-creating software tools for innovation, delivering data-driven intelligence for MSMEs on the platform, and ensuring accessibility for users in both cities and rural areas.
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