AirAsia has launched a campaign in China, showcasing Southeast Asian off the beaten track attractions.
Three Chinese influencers including longboard surfer Monica Guo, paraglider Zhang Kehan, and free diver Jessica Du starred in the video. They perform a flying posture across difference scenes in Southeast Asian countries, from swimming with whale sharks or sardines and diving in waterfalls in the Philippines, to visiting ancient temples, riding jungle swings, surfing or paragliding in Bali, or exploring colourful floating markets and doing skateboard tricks in Bangkok.
“We have identified accessible yet fun extreme sports for our core young audience, while these sports are relevant to AirAsia’s destinations across Southeast Asia," said Dragon Zhang, associate strategy director of Shanghai-based creative agency Tomorrow.
"The athletes look as if flying while playing these extreme sports. This open-arms posture capturing the youthful exuberance of new experiences leads us to the key campaign message: Whatever makes you fly, fly with AirAsia," Zhang added.
Other than the destinations, the campaign also highlights the airline's products such as its booking app, inflight menu, and premium flatbed seats.
To boost social engagement, AirAsia has also created a campaign site where users are invited to select “the settings” of their ideal holidays with the airline. After that, they will receive video content customised to the settings and they can share with friends.
Campaign title “Whatever makes you fly, fly with us.”
Agency TOMORROW Shanghai
Senior copywriter Jing Zhu
Art directors Chenmiao Liang, Lihan Zhang
Associate strategy director Dragon Zhang
Account director James Shen
Agency producer Jaap Bosman
ECD Mihai Gongu
CEO Rogier Bikker
Production company The Sweet Shop Shanghai
Directors Robin & Cako
Producer April Lee
Managing director and executive producer Laura Geagea
Post production Fin Design + Effects Shanghai
Offline Editor Luu-Anh Laporte
Music GUM Shanghai
Paraglider Zhang Kehan (@zhankham)
Freediver Jessica Du (@jessicadddddd)
Surfer Monica Guo (@monicaqie)