AirAsia names brand marketing lead for Indonesia

AirAsia has appointed Boni Andika (pictured) as it head of brand marketing, Indonesia. Andika told MARKETING-INTERACTIVE that in his new role, he will manage the brand and marketing functions for airasia Super App in the market, especially on the current delivery business of the super app, which includes airasia food, airasia ride, and airasia xpress. "I want to connect consumers through a highly engaging brand experience that convinces them to consider our value offerings," he said.

Andika formerly worked in social media, community and influencer marketing at iStyle.id. During his time there, he improved the company's engagement performance on Instagram by three times, as well as developed a community program to achieve the business' objective and increase brand awareness, his LinkedIn stated.

Prior to that, Andika was strategic campaign lead at B2B marketplace Ralali.com, where he developed monthly campaign marketing roadmaps to generate growth for each Ralali’s business streamlines, marketplaces, digital goods, fintech, and services. Andika also previously worked in Malaysia as head of campaign at RinggitPlus and iPrice Group.

Andika said that his goal is to make AirAsia synonymous with its super app. To that end, he plans to create creative content and a community that will entice the super app members and audiences based on various relevant interest groups and channels. "We own the airline-turned-super app narrative to increase stickiness and awareness with consumers. We are also continuously curating and creating an immersive and meaningful experience with relevant and attractive pull factors across all target audiences and, at the same time, rewarding our audiences' participation with daily and seasonal activities that drive engagement and habit formation," he added.

AI-powered hyper-personalisation is also a marketing and advertising trend Andika said he is very keen on, as "having a robust marketing strategy isn't enough anymore". As consumer expectations change, competition becomes more advanced, and data gets more detailed, marketers are under immense pressure to modernise their marketing approach — this is where AI-powered hyper-personalisation takes an essential role, he explained. 

Andika added how AI-powered hyper-personalisation delivers optimal results by allowing companies to tailor their marketing efforts at the individual level by using data gathered on that specific customer. "For example, personalised product recommendations or unique discounts can be shared using unique customer data such as psychographics or real-time engagement with our brand. This allows us to optimise whom we target with key messages and offers through the most relevant and appropriate channels," he said.

Separately, airasia Super App inked a five-year deal with Google Cloud last month. According to a press release, the partnership aims to push a “co-innovation ecosystem”. This includes nurturing technology talent, co-creating software tools for innovation, delivering data-driven intelligence for MSMEs on the platform, and ensuring accessibility for users in both cities and rural areas. The partnership with Google Cloud will help airasia’s current ecosystem in transactions,while partnering up with entities such as restaurants, airlines, hotels and drivers.

The strategic collaboration and ecosystem building efforts will see Airasia Super App and Google Cloud establishing a Cloud Centre of Excellence (CCoE) consisting of AirAsia Allstars and Google Cloud technologists. The CCoE is aimed to “embed an agile culture” across all airasia Super App business units enabling teams to embrace change and upskill talent. This includes tapping into Google Cloud’s Site Reliability Engineering best practices, so that staff and AirAsia Academy graduates can strengthen their technical capabilities and meet the requirements of the fast-growing business.

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