AirAsia’s live interactive travel series, ‘Adventure Live’ won four awards at the sixth edition of Mob-Ex Awards, held in Singapore on 9 February 2018.
The series bagged Gold award in the coveted Best Campaign – Original Content category, and three Silver awards in Best Campaign – Video/Rich Media, Best Campaign – Viral Marketing, and Best Campaign – Innovation categories.
Adventure Live, which kicked off on 16 June 2017 was broadcasted directly from six destinations in Southeast Asia; Hanoi, Cebu, Yangon, Lombok, Phnom Penh, and Luang Prabang via Facebook Live feature on AirAsia’s Facebook page. Viewers were also encouraged to take part in the excitement by deciding on the adventures the hosts take on live through a simple voting system in each episode.
The interactive series was part of AirAsia’s ‘Live Life Unexpected’ Campaign in support of the Visit Asean@50 initiative to encourage travellers to explore the unique Asean experience. The six-video campaign reached over 665,000 views during its live broadcasts, which was amplified further by the number of organic engagement amassed at over 77,000 reactions and 9,000 comments.
AirAsia Malaysia’s Head of Commercial, Spencer Lee said, “I’m humbled by the recognition for our work as we took a giant leap of faith by attempting something out-of-the-box and new. We took the risks by taking digital marketing to the next level and won all four categories we submitted – but most importantly, this campaign created fresh and engaging content for Asean besides driving business results further.”
Organised by Marketing magazine, Mob-Ex Awards is a regional awards show dedicated to reward leading organizations that have pushed their limits and achieved success on mobile platforms, through sound and innovative mobile marketing strategies. The champions for 2017 were chosen by a jury made up of senior digital marketing experts from brands across the region.