The Shortlist
CAMPAIGN
Airasia - Show Me the ROI
AGENCY
iProspect Singapore
CLIENT
Airasia Singapore
BRAND
Airline
DETAILS
CAMPAIGN SUMMARY
AirAsia is one of the world’s most successful budget airline. Tony Fernandes, its CEO, is the man behind the tremendous success of AirAsia. The reason for the success can be attributed to 2 key pillars:
Keeping it simple
Being nimble
Like our client AirAsia’s business approach, our strategy was inspired by same “Keep it Simple. Be Nimble” mantra. Keeping in mind the fiercely competitive Air Travel market, we developed a unique simple 2 tier campaign structure focussing on “Influence + Convert = Higher ROI” Formulae. With our continuous optimization & implementation of innovative ad copies like Script based countdown ticker ads to showcase the urgency, Image Extensions, Enhanced Sitelinks helped us achieve an overall ROI of 27x as against our target ROI of 20x.
CAMPAIGN
AirAsia: ROI Through Science - The Value of SEM Convergence
AGENCY
iProspect Taiwan
CLIENT
AirAsia Taiwan
BRAND
AirAsia Taiwan
DETAILS
CAMPAIGN SUMMARY

In the highly competitive low-cost carrier (LCC) industry, Air Asia was limited by its search volume capacity that indicated travellers’ demand for Air Asia was not well developed. In order to successfully make its presence known in the Taiwan market, Air Asia began searching for ways to arise awareness for Air Asia, moreover induce consumers’ brand preference as well. In May 2013, Air Asia launched the marketing campaign for its debut Japan line. They thought this was the perfect channel, and sought after us for digital cooperation. Upon this campaign, we immediately identified the challenge: To increase the revenue generated from paid search in the most cost effective way, but at the same time also arise consumers’ needs for Air Asia.
CAMPAIGN
Remarketing Relevance, Maximizing ROI and Retention
AGENCY
OMD
CLIENT
Telstra
BRAND
Telstra
DETAILS
CAMPAIGN SUMMARY

Presented with the launch of iPhone 5s, we set out to leverage an innovative technique called Remarketing Lists for Search Ads (RLSA) to deliver strong ROI to Telstra. RLSA allowed for audience informed bidding and messaging and enabled us to use behavioural insights to deliver the right message, to the right audience at the right time. Our application of RLSA enabled us to maximise exposure to existing Telstra customers who were searching for new products or services, giving us the highest probability of a conversion
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