IAB HK Digital Awards 2024: Most Efficient Use of Budget Campaign - GOLD (No Clue Escape 唔知去邊亞)
Campaign: No Clue Escape 唔知去邊亞
Brand: AirAsia (Hong Kong & Macao)
Agency: CLS Holiday (Flyagain Travel Limited)
Challenges & Objectives
The "No Clue Escape 唔知去邊亞" tour faces the challenge of standing out in Hong Kong's saturated travel market while effectively showcasing AirAsia's extensive network of 130+ destinations. Its objectives are to boost brand awareness, reinforce the brand message of "喜細飛Small Win, Big Happiness", and motivate travelers to explore new routes through affordable air travel.
Insight and Strategy
1. Blind-Box Travel Innovation
- Asia's First Concept: Created unprecedented buzz with Asia's first blind-box tour experience
- Trend Integration: Capitalized on the popularity of blind-box surprises among target audiences
- Shareable Content: Designed Instagrammable moments to fuel organic social sharing
2. Emotional + Rational Brand Play
- Fun Persona: Highlighted AirAsia's energetic vibe through influencer-led adventures
- Network Superiority: Showcased 130+ destinations with seamless connections (key USP vs. point-to-point competitors)
- Skytrax Credibility: Reinforced 15-year "World’s Best Low-Cost Airline" trust factor
3. Multi-Touchpoint Engagement
- Influencer Series: Destination videos and behind-the-scenes content across digital channels, e.g., Social media, influencers' platform
- PR Stunt: In-flight blind-box reveal event enhanced customer experience
- Interactive Games: Games with souvenirs to drive participation and long-lasting exposure
- Targeted Promos: Provide tactical offers for specific non-direct destinations.
- Media interview
Execution
- Participant Recruitment Strategy: Leveraged CLS Holiday and Flyagain.la's social channels for rapid registration, achieving 20x oversubscription within 1 day.
- KOL Selection & Activation: Curated 6 multi-category influencers with 828K combined reach to document the blind-box journey from departure to destination.
- Mystery Destination Execution: Maintained complete itinerary secrecy until in-flight blind-box reveal, generating organic social buzz at every stage.
- O2O Engagement: QR codes and social check-ins transformed travel moments into shareable content, driving digital engagement.
- Real-Time Content Amplification: Influencers and participants created viral UGC during key moments (airport departure, in-flight reveal, Maldives arrival).
Innovation
1. Gen Z Engagement through Viral Promotions
- Aligned strategy to engage Gen Z customers using viral promotion techniques.
- Blind Tour concept fits Gen Z's spontaneous decision-making style.
- Capitalize on market trend of Hong Kong residents' desire to travel.
- Utilize multiple channels, specifically targeting Gen Z markets through influencers, social media, travel platforms, and local publications.
2. Successful Campaign Secrets
- Create an Asia-First activity.
- Inspire KOLs with engaging and creative concepts to produce authentic content.
Results
- Generated huge PR value and media coverages across TV, print, and digital platforms (
Including NOW TV, Yahoo, TOPick, SCMP, etc.) - Achieved significant sales growth for AirAsia in Sep-Oct 2024, proving the campaign's commercial impact
- Drove millions of organic impressions via KOL content (including IG Stories, Reels, and YouTube videos)
- Prompted immediate tour expansion - second blind-box tour sold out in 3 hours with doubled capacity
- Generate a talking point in town and viral on social media with tons of engagement
