Following the global launch of the second generation Panamera in 2016, Porsche Asia Pacific was tasked to launch the luxury sedan across its 13 markets in Q1 2017. However, with the premium and luxury limousine market segment in Asia more cluttered than ever, we needed to find a way to stand out and deeper engage our audiences.
With a key audience insight in mind, we worked to build an emotional connection with our audiences by building the campaign based on a single question “What is Courage?”. Backed by a Digital Communications Approach with a Campaign Digital Hub to drive outreach, we identified a diverse group of global influencers who had their personal stories of courage to tell. With each of these stories of Courage, we inspired our target consumers who identified with these stories and that of Porsche Panamera.
“What is Courage” paved the way for the second generation Panamera in Asia Pacific achieving way beyond the business targets, and even caught the attention of global television comedy talk show “The Ellen Show” where host Ellen DeGeneres did her very own spoof video inspired by the campaign!
With Facebook (+Instagram) and Google (+YouTube) hogging all the media dollars, Twitter has struggled to capture brands’ attention to use it as a ‘pay-for-play’ platform. As the mediabuy agencies drive the spend agenda for brands, the challenge was to educate and convince the mediabuy executives to keep Twitter in the channel mix.
Through #TweetToTheTop, a three-phase digital education programme that attracted over 130 young Mediabuy executives across over 30 agencies from 5 APAC markets, to compete for a spot to get to Cannes Festival of Creativity 2018. It helped Twitter create brand ambassadors of top media planners in the region, empowering them to take the lead by using the vast array of tools and endless data knowledge exclusive to Twitter. The ultimate aim: to make Twitter their platform of choice when making recommendations to their clients.
The #TweetToTheTop programme has been widely covered by top-tier regional and local media in the region – including Campaign, The Drum, Marketing Interactive, Digital Market Asia, CNBC-TV18 and The Economic Times, The Times of India. The programme saw over 140 Twitter campaign proposals being submitted, with a significant number live campaigns generated. The programme is currently in its final phase.
Lunar New Year is a time of togetherness, but many young Singaporeans take advantage of the public holiday to travel overseas. This growing trend compromises the values of Lunar New Year and as an airline, Jetstar was directly contributing to the problem.
We needed to become part of the solution. How? Instead of encouraging people to travel, we encouraged the opposite: Stay home.
We invited young Singaporeans to be interviewed about their travel habits on film. During the interview, we offered them free Jetstar flight tickets. The catch? They had to miss reunion dinner to take it. All of them accepted, but unbeknown to them, we had also asked their family the exact same question earlier. We showed them their families’ responses, and after watching their family members explaining how important reunion dinners are to them, all of them chose to give up their tickets.
In just two weeks after the campaign launched, our video was viewed over 1.2 million times and secured PR value across 32 pieces locally.
By shifting our focus from what was “good for the business” to what was good for our audience, we showed just how significantly Jetstar Asia understands local consumers.