AirAsia - Pilot Your Dream Case Study

#PilotYourDreamCampaign Case StudyMarch 2015

Agenda—

Executive Summary

Introduction Objective of the campaign #PilotYourDream

Digital Media Roll Out Social Media & Microsite

Campaign Analysis

Pg 2 • #PilotYourDream • Campaign Case Study • March 2015

Executive Summary—

• #PilotYourDream campaign was devised to amplify the launch of the new livery “The Pioneer” – A tribute to JRD Tata

• The campaign was amplified by creating a microsite and through AirAsia’s social media platform – Facebook, Twitter and YouTube

• The campaign was made participative by unveiling the livery on digital while the off-line launch was taking place. Largely driven through series of teaser posts and participative contest


Executive SummaryResults Overview

• The campaign garnered approx. 3 Million eyeballs across social media in a span of 24 hours

• Approx. 1000 people joined the conversation on twitter which led to #PilotYourDream trending at number 2 nationally and at various positions at city level

• The microsite experienced high level of engagement as users spent close to 2 minutes going through

the content. The time spent is 2x more than the industry average

• The campaign also resulted in an increase of 400 followers on twitter for AirAsia India in 24 hours.

• The campaign results were achieved through a cumulative investment of INR 2 Lakhs


Introduction

AirAsia wanted to celebrate the growth of AirAsia in India by honouring the man without whom flying would have been impossible in India.

The Tata group has shaped Indian aviation to a great extent over the years and has been a huge support to the AirAsia India team as well. Thus, AirAsia paid homage to the legend, JRD Tata, whose desire to take the country to the skies resonates greatly with AirAsia’s own motto “Now Everyone Can Fly.”

J.R.D. Tata29 July 1904 – 29 November 1993


Objectives


Objectives

01 The primary objective for the campaign was to ensure more people get to experience the unveil and be a part of the tribute to the legend that is JRD Tata.

02 To connect the concept #PilotYourDream with the audience and make them realize how dreams play a vital role in your life.

03 To encourage people to tweet and drive traffic to pilotyourdream.com to make users an integral part of the campaign.

04 Twitter was chosen as a medium to ensure that more people could be a part of this very special tribute to the legend.


Digital Media Roll Out Brief

The idea behind the communication was to start with a teaser campaign to build anticipation and pre buzz about the campaign.


Digital Media Roll Out Teaser #1

The pre event buzz was created on Facebook and Twitter with interesting teasers and tweets to build anticipation about the campaign.


Digital Media Roll Out Twitter Contest

A contest alert went just 15 minutes before the contest to create pre-contest buzz among twitter users.



The first question got 74 retweets, 34 favourites and more than 100 replies. As a result…



We Trended Nationally!Within 8 minutes of the contest we are trending nationally at number 7 which reflects the success of the campaign.

India Trends

#NZvWI

Happy Ugadi

#ThankYouAfridi

Guptill

Samba

#WeLoveMaNan

#PilotYouDream

Holder

Ujjwal Nikam

#CWC15


Digital Media Roll Out Contest Tweets


Digital Media Roll Out Contest Engagement

Constant interaction from AirAsia handle extended the reach and motivated the users to continuously tweeting using #Pilotyourdream.


Digital Media Roll Out Live Updates

Live tweets and photos from the event gave a huge boost to the campaign.


Digital Media Roll Out Microsite

With every tweet, tiles on the website were unveiling. #LiveAction





Timeline & Milestone


Campaign AnalysisOverview


Campaign AnalysisStatistics

Note: Most number of tweets (1694) have been received at 9 am on March 21.


Campaign AnalysisStatistics

Share of post

Retweets 1,616 Replies 1,549 Original post 1,922


Highly Influential people on twitter joined the conversation about the unveiling of the livery and appreciated the initiative of AirAsia India.

Statistics


Trended Nationally —

9.38 am.

We started trending nationally at no. 7

10.29 am

We were at no. 3 nationally.

9.53 am

We were at no. 5 nationally.

11.53 am

we were at no. 4 nationally.


City-wise Trends —

#PilotyourDream has trended in various cities including metro cities like Bangalore, Delhi, Mumbai &Hyderabad.


Overview Key Highlights

• Total visitors: 796 (over 3 days)

• Average time spent is close to 2 minutes which showcase that average user spent time to go through the website content

• 83% of the visitors are new visitors on the website

• Majority of traffic generated from social media

• Overall this is a great performance considering there were no aggressive promotion of the website.


Geography Statistics

80% of visitors came from India


Traffic Sources Statistics

Majority of traffic generated from social media


Traffic Sources Statistics

Further breakdown of traffic sources from social media sources


Twitter Source Bitly Link

We specifically shared bitly links on social media handles of @airasia which were further shared on other platforms.


Traffic Source Bitly Link

We specifically shared bitly links on social media handles of @airasia which were further shared on other platforms.


Documents

AirAsia - Pilot Your Dream Case Study