Air Asia Benefits from Using Technology in its Branding Efforts

Low cost carrier AirAsia has been applauded for constant innovations and bold ideas in branding campaigns.
The airline, which was recently bestowed the prestigious Brand of the Year award at Media’s Agency of the Year (AOY) Awards, says in order to stay ahead of the competition, AirAsia needs to keep its brand exciting, bright and most importantly credible.
AirAsia’s first ever brand campaign launched in Asia in last October, shifting consumers’ mindset of low-cost carriers by showcasing the airline’s innovation, high quality service and unique experience. The campaign was spearheaded by the television commercial which rolled out across Malaysia, Singapore, Indonesia and Thailand. It was supported by online, outdoor, print and social media presence.
AirAsia says it is also a passionate user of technology in its branding and marketing efforts.
Social media is one of AirAsia’s important branding campaign mechanisms, which allows the airline to address the conventional limitations of direct push marketing. With its own Facebook page, it is akin to a forum that invites participation from the public, creating an extension for them to be passionate and connected to the AirAsia brand. Twitter is another interesting tool that is utilised for transmission of short marketing blurbs, updating guests with new developments and promotions.
“Keeping guests in the loop through Twitter’s short messaging is absolutely alluring – due to its current chic status – and free to the masses,” stated the airline.
The airline also proved it had a solid grasp of the online space, in particular its ‘one million free seats’ campaign, which set a new international sales record, with almost 900,000 seats being booked 48 hours after the launch.