Personalized communication strategy based on multi-market data wins big at MMA Smarties 2023.

1. Current Customers

• Vietjet Air aims to retain current customers and attract new ones for both domestic and international markets. The primary customers of Vietjet Air are individuals aged 22 – 45 who enjoy traveling and are tech-savvy.
• Maintain and retain all current customers from the customer data platform with over 300 different segments.

2. New Customers

• Tourists to Vietnam: targeting residents of the Asia-Pacific region, including local citizens, foreigners, and Vietnamese living abroad;
• For travelers (departing from Vietnam and flying to other countries): targeting residents of Vietnam’s 5 key cities (Hanoi, Ho Chi Minh City, Da Nang, Nha Trang, Hai Phong), foreigners with roots in Vietnam; one of the APAC countries, and international tourists currently staying in Vietnam.

The campaign is implemented in multiple languages, tailored to different flight routes with unique preferences, and is suitable for customers from over 300 specialized customer segments with different demographic profiles and spending behaviors (Skyboss, Deluxe, Eco).

Travel signals obtained from the CDP (Customer Data Platform) are used to predict potential travel demand. Furthermore, to maximize conversions while avoiding overexposure of consumers to repetitive advertisements, the content and frequency of the campaign are developed and adjusted based on user flows and purchase intentions.

The overall strategy includes traditional channels (PR), social media and social outreach (Influencers & communities), and digital media channels (shoppertainment experience, Push Notification, Ads, etc.).

The message ‘Happiness is to Enjoy Flying’ is a positive and consumer-friendly message. It portrays the image of an airline that is joyful, attentive, and delivers a happy experience. This message also aligns with the ‘Healing Travel’ trend—a trend many wish to experience post-COVID-19.

This campaign demonstrates the innovation and experimentation of VietJet Air and PMAX:

• For the first time, Vietjet Air has implemented a fully integrated campaign across both online and offline channels with optimal investment;
• For the first time, a Customer Data Platform (CDP) is used in a marketing campaign, analyzing and predicting consumer behavior with over 150 million customer data points.

This campaign is considered an accelerator for the airline, not only to meet the increasing travel demand but also to create new travel demand in an uncertain market recovery context.

With the solutions and deployment strategies mentioned above, the “Happiness is Flying” marketing campaign by Vietjet Air and PMAX has achieved impressive figures, including:

1. Phase of increasing recognition and demand:

• Media coverage over 80%, with a unique reach of over 125 million people in the APAC region.
• 1 billion impressions, 60 million interactions, 110 million video views, and the highest Share of Voice on all search platforms.

2. Phase of inspiring and increasing engagement:

• Successfully reached 850,000 potential customers with an Earned Media Value (EMV) of 3 billion VND through collaboration with 8 KOLs/influencers, 6 FanPages, and 10 Travel Communities;
• Reached about 6,000 potential customers through offline channels including the Hanoi Tourism Festival, other organized events, and excursions.
• With Augmented Reality (AR) advertising:
  • 10,000 vouchers distributed, of which:
  • Over 2,000 vouchers were used in the first week;
  • The remaining vouchers were used up within four weeks;
• Mini-games attracted:
  • 2.5 million views;
  • 60,000 social media interactions;
  • 10,000 bookings at low-demand destinations.
  • Additionally, Vietjet Air became the first airline in Vietnam to sell:
  • 1,400 tickets via two social media livestream sessions;
  • Reached a peak of 10,000 viewers during the livestream;
  • Achieved 1 million viewers with over 8,000 responses and 1,800 comments.

3. Conversion phase:

• Sales doubled compared to typical campaigns, reaching 1.7 million flight bookings, and nearly $115 million in revenue over 12 weeks with an improvement in CiR from 8.93% to 1.32% YoY.
• Sales increased sixfold compared to the same period in 2022.
• App purchases increased by over 82%, returning user numbers increased by 2.5 times, leading to a 75% increase in Monthly Active Users (MAU) compared to the same period in 2022.

Solution

• Lead Generation
• Branding

Services