by Publicis Mojo

In the face of a crowded market with much larger budgets, Air Asia needed to launch it's new route to Kuala Lumpur with a bang. A fast start to filling bookings and raising awareness of the new route were essential as a slow start would mean Air Asia would always be on the back foot given their pockets were only deep enough to give one shot at an awareness campaign before they relied on third parties to help generate sales (travel agents, aggregator sites etc.)

And so Air Friendsy was born. Air Asia would 'gave away' an Airbus A330 jet to Kuala Lumpur for one lucky consumer to fill with 302 of their Facebook friends. Not only would this use a democratized platform to help sell an airline with a democratised philosophy, 'now everyone can fly', it would use the power of social media as its main communication channel rather than the typical TV or print used by its competitors.