Overview
Last year, W in Singapore took the brave decision to change the way that brands engaged with influencers.
Briefed to create a campaign that would connect AirAsia with millennials, our Holiday Quickies campaign not only identified a 'sweet-spot' in our audiences' travel habits - which positioned them as the 'mini-break' airline of choice - but also brought the brand's cheeky nature to life in a disruptive way, enabling us talk to consumers in a way the brand hadn't done before.
By flipping the 'transactional' way travel brands in Southeast Asia usually engage with influencers, and instead creating more of...