Christmas with SuperKlaus - the AirAsia SuperApp
We wanted to have a hygene/tactical campaign built around this festive period for several of our key markets such as Malaysia, Singapore, Philippines and China. The main reason had to be still centered around our SuperApp which still was not peaking in terms of awareness and usage. Hence the idea of introducing an icon/character called Super Klaus - basically an updated and more millennial version of Santa that could be one of the campaign visuals main focus in terms of providing that seamless bridge between app/festive theme/product offering.
We wanted to have a hygene/tactical campaign built around this festive period for several of our key markets such as Malaysia, Singapore, Philippines and China. The main reason had to be still centered around our SuperApp which still was not peaking in terms of awareness and usage. Hence the idea of introducing an icon/character called Super Klaus - basically an updated and more millennial version of Santa that could be one of the campaign visuals main focus in terms of providing that seamless bridge between app/festive theme/product offering.
We designed the Super Klaus character with the help of an external agency partner so that he would have a variety of props that would complement and support each line of businesses promo mechanisms/offers in their visuals while maintaining a festive thematic consistency throughout the campaign.
We also wanted the graphics to have a very specific bit of a vintage feel, almost as if it was made out of felt, paper and ribbons... something nostalgic from a 60's or 50s Americana stop motion kids holiday movie.
We also wanted the graphics to have a very specific bit of a vintage feel, almost as if it was made out of felt, paper and ribbons... something nostalgic from a 60's or 50s Americana stop motion kids holiday movie.
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