AirAsia Media Group has recently unveiled a new aircraft livery that features RedRecords Thai-German artiste Jannine Weigel on its aircraft. Currently serving domestic routes within Malaysia, the livery shows an image of Weigel with her name plastered across the aircraft in red, and looks to depict Weigel's fun-loving personality. This is part of AirAsia's marketing campaign to promote Weigel's new single titled "Passcode" by tapping on its in-house assets.
Aside from the livery, AirAsia also utilised a mix of other media channels such as digital media, ambient media as well as customer relationship management to promote the single. Prior to this, RedRecords got Weigel to read out the in-flight safety announcement in English and Thai. In other non-English and Thai speaking countries, Weigel will be introducing the in-flight safety announcement before it is played. In addition to that, she also introduces "Passcode" via AirAsia's arrival and departure music.
Besides the in-flight safety announcement, RedRecords also tied up with TikTok for a campaign. Weigel has since released 15-second teasers of her new single on her TikTok account, which currently has over 561.9k followers, and a dance challenge is expected to drop now that the record is launched.
According to Sumit Ramchandani, CEO of AirAsia Media Group, the aim of the campaign is to expand awareness for Weigel's first single through AirAsia Media Group’s ecosystem and establish her as an ASEAN star. "The aircraft livery completes the whole media asset offering to further build resonance and generate awareness across the region, once the aircraft starts servicing international routes when travel restrictions are lifted," he added.
The campaign results have also exceeded AirAsia's expectations, Ramchandani said, with an over-delivery of its target reach by 140%. Its key channels of engagement were its homepage, push notifications and flight check-in page. Meanwhile, Weigel’s single "Passcode" owned 18.9% share of voice on airasia.com, which was the highest compared to any other campaigns running at the same time.
AirAsia RedRecords is a label partnership launched in collaboration with Universal Music Group launched earlier this year. It is part of AirAsia Media Group, a marketing solutions group first introduced in September, comprising content and creative, media, data and adtech, talent and celebrities and channels. Ramchandani said then that the AirAsia Media Group was launched with the vision to be a one-of-a-kind marketing solutions partner integrating adtech/data with content and publishing channels, focused on travellers and the pop culture in ASEAN.
Hassan Choudhury, CEO RedRecords said: “RedRecords is thrilled to collaborate with AirAsia Media Group in order to take Weigel’s career to greater heights. The results of the campaign speak for itself and we look forward to many more campaigns in the future leveraging on the wealth of data and reach that AirAsia Media Group has, to generate awareness for our artists.”
In a previous statement, Choudhury said the team wants Weigel to be part of AirAsia's passenger journey, as part of its broader aim to become a lifestyle brand and a super app. "We want Weigel to feel part of the consumer's journey, whether through booking of a ticket, or as a companion on the plane via her music. We want consumers to trust her because she is familiar, she looks good and the song is cool," he explained.
"Every plane is a theatre. It is a retail space because all planes are there to be advertised on and create touchpoints," he said, adding that the audience on the plane is captive so it is an ideal time to market to them, in a fun manner.
Enjoyed what you have read? Follow us on Instagram for the latest updates in Southeast Asia's marketing and advertising space!
AirAsia.com realises super app dream: 'We have not wasted a crisis'
AirAsia Digital partners Google to open RedBeat Academy to Malaysians
AirAsia partners Turkish Airlines to leverage potential rebound in global travel
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.subscribe now open in new window