Background
The MAS Global Sale Campaign was conducted in November 2010 in Malaysia. It aimed to reach subscribers aged between 25 and 40, who had indicated ‘travel’ as a category of interest.
Aim
It was to promote offers to domestic and international destinations – Hong Kong, Bangkok and London, valid from 8 to 15 November 2010 – and to promote offers to international destinations.
Execution
The agency engaged target audiences by SMS, asking them to choose a favourite destination. After they replied, they received an SMS indicating the promotional fare for their choice destination as well as the Malaysia Airlines website for information and booking.
Results
Achieving a 21.5% response rate, this campaign surpassed the average performance benchmark of 8% in similar campaigns. The high engagement rate directed greater awareness to the competitive fares offered and the main website.
CASE STUDY: MAS engages travel enthusiasts
Out There Media launched the Malaysia Airlines (MAS) Global Sale Campaign in Malaysia, to engage subscribers who had indicated ‘travel’ as a category of interest.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
Most Read
Just Published
40 Under 40 2024: Lana Zhang, Merkle
Zhang's visionary leadership, dedication to innovation, and contributions to marketing automation have established her as a cornerstone of the industry in China and beyond.
What Chrome’s potential spin-off means for browsers ...
As the Department of Justice pushes for Google to divest Chrome, the ripple effects could redefine browser competition, shake up web standards, and disrupt the advertising ecosystem as we know it.
It's time we stopped treating Gen AI like our dirty ...
All this heated discourse about AI in creativity misses a simple truth: This revolution isn't waiting for universal approval. It's already here—time to trade the resistance for renaissance.
Publicis' Unilever win solidifies its strength in ...
Dentsu's Carat jumps the most in positioning, WPP's Mindshare sees the biggest fall, while Omnicom's PHD retains the overall lead.