Japan Airlines: Fly Once Fly Always

Frederick Tong, Matilda Goh, Eleni Sardi, Sheena Ong

Japan Airlines employed a digital strategy based on dynamic creative optimisation to build brand desire and relevance and persuade travellers across Southeast Asia to abandon their national carriers.

Campaign details

Brand: Japan AirlinesBrand owner: Japan AirlinesAgencies: Ogilvy, MindshareMarket: Indonesia,Malaysia,Singapore,Thailand,VietnamIndustries: AirlinesMedia channels: Online video, Programmatic display, Social mediaBudget: 500k - 1 million

Executive summary

This is the story of how Japan Airlines (JAL), a giant at home but a challenger in Southeast Asia, stood up to the challenges of patriotism, lifelong habit and airline ranking to make headway in a cut-throat category struggling for profit.

In a business-critical campaign to sell more tickets from Singapore, Malaysia, Thailand, Indonesia and Vietnam to Japan and North America without...

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