Background
The MAS Global Sale Campaign was conducted in November 2010 in Malaysia. It aimed to reach subscribers aged between 25 and 40, who had indicated ‘travel’ as a category of interest.
Aim
It was to promote offers to domestic and international destinations – Hong Kong, Bangkok and London, valid from 8 to 15 November 2010 – and to promote offers to international destinations.
Execution
The agency engaged target audiences by SMS, asking them to choose a favourite destination. After they replied, they received an SMS indicating the promotional fare for their choice destination as well as the Malaysia Airlines website for information and booking.
Results
Achieving a 21.5% response rate, this campaign surpassed the average performance benchmark of 8% in similar campaigns. The high engagement rate directed greater awareness to the competitive fares offered and the main website.
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=268&w=401&q=100&v=20250320&c=1)
+(900+x+600+px)+(4).png&h=268&w=401&q=100&v=20250320&c=1)
.png&h=268&w=401&q=100&v=20250320&c=1)
+(900+x+600+px)+(3).png&h=268&w=401&q=100&v=20250320&c=1)
+(900+x+600+px)+(1).png&h=268&w=401&q=100&v=20250320&c=1)