AirAsiaDone By: Angelin Tan, Amy Ewe, Aaron Lim, Amos Kwah

•Low fares, quality service and dependability airline

• Provides over 100 routes across 11 countries•Asia’s leading airline with the widest route connectivity and largest customer base•Slogan “Now Everyone Can Fly”•Has made flying affordable for more than 50 million customers

Introduction

VisionTo be the largest low cost airline in Asia and serving the 3 billion people who are currently underserved with poor connectivity and high fares

Values

• Safety• Integrity• Valuing our people• Customer focus• Excellence in performance

Mission statement•To be the best company to work for whereby employees are treated as part of a big family•Create a globally recognized ASEAN brand•To attain the lowest cost so that everyone can fly with AirAsia•Maintain the highest quality product, embracing technology to reduce cost and enhance service level.

Vision. Values. Mission

AirAsia JetStar Tiger Airways

11,507 (Singapore)1,014,087 (Main)

22,537 (Asia) 90,369 (Main)

139,260 6063 7876

Rss feeds

YES - No

468 219 71

Statistics (Metrics)

Facebook: AirAsia

Facebook: JetStar

Facebook: Tiger Airways

Twitter: AirAsia

Twitter: JetStar

Twitter: Tiger Airways

Photo Funia• Interactive Competition • Spread throughout 6months

• Select a country and place of interest• Upload a photo • The participants will find the place • Imitate the photo• Upload photo to Facebook• Extra points for matching the theme• Win a prize.

Campaign: How is it done?• Steps:

1. Decide on the country

2. Decide a place of interest

3. Come up with a proposed theme

4. Spread the campaign through social media

5. Upload the photo on facebook and self tag

6. Nominate a few photos

7. Base on the number of “likes” the photo have

Goals

1. Fun and exploration character from our customer

2. Create awareness

3. Spread interesting places

4. To build rapport

5. Increase number of tickets sold by 10%

6. Increase mentions and retweets in twitter

7. Increase “likes” in our fan page

8. Share their vacation trips

Benefits• Free advertisement• Word of mouth• Potential Viral Marketing• Excitement • Generate Site Traffic• Find New Customers Through Friends

Branding & Trust

• Cheapest yet Interesting low cost carrier• Impression• Vacations are successful with AirAsia

• Engage & listen• Relationship with customer• Involved with the company itself

Campaign: Theme• There will be different themes on different months campaign.• The theme will play a part in:• deciding which place of interest is to be selected• the facial expression of the participants.

• 4 types of photo shots:

Campaign: How to promote this campaign?

• Traditional marketing: • advertisements and promotional banners.• Using the website and place article to educate the customers about

the campaign.

• Social media marketing:

Campaign: Who can take part?

• Customer who purchased Airfares or travel packages with AirAsia to the selected campaigned country of the month.

• Advantages: • convenient for the participants• Gain free publicity when friends and relatives of the participant view their

photo with our sticker on them.

Campaign: Who can take part?

Campaign: How do they submit their photo?

• Participant will upload their photo on Facebook • Participant will have to tag themselves in the photo• Upon nominating the top few photos, the “Like race” will begins• the participant with the most likes will receive prizes.

Prizes• Free Air ticket to next “Country of the month”• Free Travel packages• Cash vouchers

Campaign: How do they submit their photo?

Video!

Campaign: IllustrationMonth of July

Theme of the month: HappinessStart Date: 1/07/2011

Submission Dateline: 31/07/2011Month of July Dateline: 7/08/2011

Country: Hong KongCity: Macau

Place of interest: St. Paul's Church Hint: Church in Macau

Example: participant who is travelling together with his/her family will submit this photo:

Campaign: Illustration

1. Spread of influence to customers

2. Increase in sales revenue in comparison to previous

quarter of 2011

3. Increase in Customer participation

What we hope to achieve from photo funia

• Customers only buy tickets when do they really pass your message

• By using photo funia , we can take the opportunity to help spread

influence and good wording about how good Air Asia is using

facebook.

1. Spread of influence to customers

• Recent events , tsunami , earthquakes causing impact on travelling

industry

• Explaining drop in sales

• Hope to use this campaign to get better improvement in sales

compared to 1st quarter of 2011

2. Increase in sales revenue in comparison to previous quarter of

2011

• How many customers have actually shared their experience?

• Use of photo funia to improve customer conversions

• Spread message using picture to share experience

• Show people they had good experience

• Picture speaks a thousand words

2. Increase in Customer Participation

• Spread of influence to customers( Customers who bought

tickets vs Customer who bought tickets and helped spread

influence to people around)

• Increase in sales revenue in comparison to previous quarter of

2011(1st Quarter sales revenue vs 2nd Quarter sales revenue)

• Increase in Customer participation(Total number of Customers

during campaign vs Customers who participated in campaign)

2. Quantitative Return on Investment

Calculating message spreading on different promotional platforms:

1. Youtube(views , likes and dislikes)2. Facebook (Likes ,comments)3. Twitter ( Retweets ,Favour tweets)4. Blog(Visitor counts, comments and post views)

2. Qualitative Return on Influence

Thank you!

Question & Answer