Campaign Background:
The campaign was aimed at creating a buzz for Tigerair Taiwan’s opening of a new route to Seoul on Jan. 3, 2020 and getting people to participate in promotions when tickets for the route went on sale. There were already at least 10 airlines offering nonstop flights to Seoul, including both legacy carriers and LCCs, so the challenge was how to get consumers interested in Tigerair’s Seoul route.
Campaign Features:
Unlike other route launches stressing the destination’s attractions, this campaign’s strategy was centered around the passion for Korean entertainment and culture of the target audience (Korea fans). Its in-depth look into Korean culture sparked curiosity and created the desire to fly Tigerair Taiwan to Seoul. It had two main visual elements – “Wives, Time to Go” (a reference to the female fans who fall for Korean actors and are dubbed “wives” of the actors) and “Running Tiger” – and used multiple internet strategies to create a buzz on social media and generate widespread exposure.
