Agency: Wavemaker Thailand

The Brief

Thais love travelling and it has become a key passion especially for Thai youth in recent years. The number of passengers has risen dramatically especially on international routes. NokAir saw the opportunity to expand its Far-Eastern network to capture the increased demand with the brand NokScoot.

However, the key challenge is that NokScoot has been perceived as a domestic airline because of the acquisition under NokAir branding. This has become the key barrier to fight against key competitive player in the international budget segment. NokScoot's campaign must solve this misperception as well as the awareness with sale performance.

The Strategy

To generate effective awareness of new routes, the execution must deliver well experiential to the target. From our studies, NokAir's target is Thai youth who love to explore the world and a key trigger of this is an 'experience'. Mapping this with NokScoot's routes, Xi'an was chosen as key strategic product as millions of Thais are familiar with Xi'an historical Qin-Shi-Huang and his clay-army from drama. The creative idea utilises these insights to deliver well experiential awareness by bringing memorable of Xi'an to live and lead it to get closer to consumers. So, the clay army was used as hero to raise engagement.

The Execution