Background:
Asean Pass is a value-for-money travel pass that enables guest to explore destination across 10 Asian countries within AirAsia's network. Its not physical pass but rather a fare package.
How It Works:
Asean Pass is available at RM499 with 10 Credits or upsize to Asean Pass + with 20 Credits at RM888.
One-way Flights within 2 hours require 1 Credit while flights 2 hours and above require 3 Credits.
Asean Pass covers both base fare and fuel surcharge only.
Target Audience:
Youth aged 18-35yrs old but mostly millennials, majority are backpackers with top currency sold - MYR/USD/EUR/AUD/ID
Problems:
Appears to be complicated product. Need to simplify the branding and make it more appealing to the target audience.
Task:
To create a digitally lead campaign with the theme of making 'travel hopping around Asia' an exciting yet affordable reality through ASEAN PASS. Emphasis on video, viral marketing/social media, print and outdoor (optional)
