AirAsia - Integrated Campaign - Tinder, Social, Radio, Digital and OOH.

Malaysia is not as popular as other destinations like Bali. Most Australians and New Zealanders don’t know about all the amazing adventures and attractions it offers. For this Campaign for AirAsia, we needed to showcase Malaysia as the hottest holiday destination for millennials.

So we encouraged them to ‘Meet Malaysia’ by personifying the country and giving it human qualities in this integrated ad campaign. We captivated our target audience on Tinder by creating fun ads that looked like dating profiles, targeting both male and female and inviting them to enter a draw to win free flights to ‘Meet Malaysia’. We also gave Malaysia a voice with fun radio ads. 

Creative Agency: Marcel, Sydney

Radio Ads

Tinder Ads (walkthrough video)

OOH