Driving travellers to conversion – An All-Nippon Airways case study

2016.10.05


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Introduction

All Nippon Airways (ANA), the largest airline in Japan, recently concluded a 2-month digital campaign with AdAsia Holdings across 10 countries in the APAC region. These countries include Singapore, Hong Kong, Thailand, Indonesia, Philippines, Malaysia, Vietnam, Myanmar, India and Australia.

ANA identified that most of their travelers are digitally-savvy, and use multiple connected devices. Further research also found that many travelers to Japan were dissatisfied with the existing network infrastructure. ANA then sought to enhance their travelers’ stay in Japan.

Together with NINJA WiFi, All Nippon Airways provided free WiFi for 3 – 4 days to travelers who purchased ANA tickets through the ANA website during the campaign period.

Goals and Challenges

The campaign’s primary objective was to drive awareness and sign-ups, with the secondary objective to increase customer profiles on ANA’s data management platform (DMP) for more personalized brand interaction in the future.

Traditional advertising methods (like television commercials) would not be suitable for such a campaign. An online campaign allows ANA to streamline awareness, sign-ups, customer targeting and tracking within a single device.

Solutions

ANA worked with AdAsia Holdings on this campaign, ensuring that relevant customers are targeted with the right ads and creatives.

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Screenshot of campaign site.

As most of ANA’s customers are digitally-savvy and hyperconnected, the decision was made to target users on their desktop and mobile devices. A combination of both owned and paid media were used.

Engaging online and social media display ads, search marketing, and electronic direct mailers drove users to the campaign landing page. The landing page was also connected to ANA’s DMP, allowing the Japanese airline company to segment their users for future marketing efforts.

The efforts were trackable through the AdAsia Digital Platform, which allows transparent overview and real-time monitoring of where exactly marketing budgets are being spent.

Results

The campaign also saw an increase in ANA website visitors, achieving 159% more than the initial objective. User acquisition rate hit 121% over the initial target, and 14.1% of website visitors over the campaign period.

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