AIR ASIAS FRIENDSY

Facebook
Motive:
To create brand awareness.
Situation:
Air Asia launched a much anticipated hub in Sydney, Australia
which consumers knew little about. Air Asia came up with the
Friendsy competition commercial smartly with the use of
Facebook.

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Strategy:
The Friendsy campaign is created to reach out to Facebook
users. This allowed fans to really engage with the brand, while
familiarising themselves with key product attributes along the
way.
The competition allows Facebook users to design their own
Airbus trip with Air Asia with the entourage from Sydney to
Kuala Lumpur, before returning home.
Air Asia oered an Airbus A330 and the participant with the
most creative trip design is given the chance to get on board
and commandeer their very own Air Asia plane, alongside 302
of their Facebook friends.
Air Asia developed a Facebook app with the illustration of a
virtual plan, which invites fans to explore the features and inight services of the Airbus A330 besides being able to curate
their ight by lling the plane with the friends they wanted to
bring along in the Airbus.
Once participants have lled out 302 of their friends on the
app, they can share a photo of their plane with those tagged
onboard and invite other Facebook users to join the
competition.
Outcome:
Word spread quickly across major social networking sites
which caused the media reporting about this once in lifetime
opportunity. CNN reported the biggest Facebook friendship
test ever conceived.
It grew from local, to national to international news,
generating PR value of $1,627,593.
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