Our regular feature celebrates important and/or memorable scenes, moments, launches and campaigns from the global aviation and travel retail sphere.
What’s your passcode?
How do you treat your mama?
Does your ex give you drama?
Things that I gotta know
How many past hoes?
Do you believe in karma?
What colour is your aura?
Things that I gotta know
— Passcode, Jannine Weigel
MALAYSIA. If any confirmation was needed that Jannine Weigel – the first artist to be signed by AirAsia/Universal Music Group joint venture RedRecords – is flying high, today’s image delivers emphatic proof.
AirAsia Media Group today revealed a new aircraft livery as part of its unique integrated marketing campaign for Jannine’s debut hit-single Passcode. The livery on an AirAsia Airbus A320 aircraft, which currently serves domestic routes within Malaysia, features a spectacular image of the star with a dash of red to depict her fun-loving personality.
The campaign has also embraced a dynamic mix of other media channels such as digital media, ambient media, and customer relationship management.
‘Passcode,’ was also the official song of another smash hit, the Moodie Davitt Virtual Travel Retail Expo in October.
Sumit Ramchandani, CEO AirAsia Media Group said: “Together with RedRecords, our aim is to expand awareness for Jannine’s first single through AirAsia Media Group’s ecosystem and establish her as an Asean star. As part of an integrated campaign to promote her single which included digital media, inflight media as well as CRM, the aircraft livery completes the whole media asset offering to further build resonance and generate awareness across the region, once the aircraft starts servicing international routes when travel restrictions are lifted.
“The campaign results have exceeded our expectations with an over-delivery of our target reach by +140%, with key channels being our homepage, push notifications and our flight check-in page. Jannine’s single, Passcode, owned 18.9% share of voice on airasia.com, which was the highest compared to any other campaigns running at the same time.”
RedRecords CEO Hassan Choudhury commented, “RedRecords are thrilled to collaborate with AirAsia Media Group in order to take Jannine’s career to greater heights. The results of the campaign speak for itself and we look forward to many more campaigns in the future leveraging on the wealth of data and reach that AirAsia Media Group has, to generate awareness for our artists.”
Greater heights indeed. Jannine Weigel and Passcode have truly taken off.
