Japan Airlines Creates Hyper-Personalized Campaign for Five Markets Across Southeast Asia

Japan Airlines has launched a new campaign leveraging dynamic content optimization as part of its “Fly Once, Fly Always” campaign developed by Ogilvy Singapore. The campaign, which “marries hyper-personalization and precision marketing” generated nearly 3,000 unique creative assets.

“It has never been more important to deliver the right message at the right time for our clients,” said Chris Riley, Chief Executive of Ogilvy Singapore. “However, it has become more complex than ever to achieve this goal. By combining creativity with technology we can produce authentic branded content and messages for multiple audiences across various platforms.”

A quick browse of Japan Airlines YouTube channel reveals more than two-dozen different versions of the following ad tailored to five different markets across Southeast Asia. The ads are different, but they all still revolve around the core brand message. The Thailand version, for example, has a man on a subway being served by a flight attendant – but the one from Vietnam does not – they haven’t completed their subway system yet.







“Personalised and relevant content is the currency for driving customer experience, engagement, and commerce today,” said Sze Hunn Yap, Regional Marketing Manager, Japan Airlines. “As Southeast Asia is one of the most demanding and complex regions, we are excited to have partnered with Ogilvy on this campaign that will allow us to use consumer insight and behavior to inform creative changes as we test and deliver timely, tailored messages best suited to our audiences’ ever-changing preferences.”

Fly Once, Fly Always is the first integrated brand campaign since Ogilvy Singapore’s appointment as Japan Airlines’ agency of record in July of this year. The agency said it plans to further bolster its Content Studio service with additional leadership and capabilities.

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The Staff

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