Brand owner: Jetstar Asia
Lead agency: Mashwire Pte Ltd
Media channels: Email marketing, Events & experiential, Games & competitions, Mobile & apps, Online display, Outdoor, out-of-home, Programmatic display, Social media
Apart from facing fierce price competition in the low-cost carrier category, Jetstar is also competing with other third-party websites for travellers. Consumers are under the misconception that third-party websites offer better prices compared to Jetstar's official web page. Thus, they naturally look for flights on third-party sites instead of directly from Jetstar.
With the aim of keeping consumers from choosing other airlines, the marketing objective was to maintain top-of-mind (TOM) awareness. Thus, Mashwire came up with an engaging game that allowed users to be transported to various attractive tourist destinations, all the while informing them about the incredible price-beat policy deal offered by Jetstar.