October 2017 •
Focusing in five core markets (South Korea, Hong Kong, Taiwan, Indonesia and the Philippines), the campaign called Journey By Design, is a multi-platform strategy designed to attract new customers to the Asian region.
At the heart of the campaign are five influencers creating videos and photo posts for YouTube and Instagram following an invitation to experience Japan like never before. After crowdsourcing cool travel tips from their fans, Kevin Hendrawan (Indonesia), mingjai14 (Hong Kong), Haley Dasovich (Philippines), KIMDAX (South Korea) and newapplearial (Taiwan) were flown to Japan to explore different parts of the country and take part in an exciting Instagram challenge, all while filming a travel vlog to sum up their amazing experience.
The campaign provided the perfect opportunity to showcase ANA’s extensive domestic network and highlight the benefits of flying with this premium Japanese airline.
Masaru Watanabe, Manager, Marketing & Sales, Asia & Oceania at ANA commented: “Working with Brave Bison has been a great experience, from our first informal chat to the very professional and insightful development of a campaign that hits all our objectives. The result is an impactful campaign that we’re incredibly proud of.”
David Nicholls, General Manager for APAC at Brave Bison commented: “ANA’s Journey By Design is a great example of a campaign that plays to our core strengths – the creation of an effective campaign idea; our Influencer Network in the region and globally; and our experience of producing innovative, engaging video content.”
The creative process and project management was led by Debbie Lin, Brand Solutions Manager, Asia at Brave Bison