AirAsia HK promotes Jakarta routes with Indomie giveaway

AirAsia Hong Kong is giving away one year’s supply of free Indomie instant noodles to promote its new routes to Jakarta, Indonesia.

In a conversation with MARKETING-INTERACTIVE, Terence So, head of marketing, Hong Kong and Macau, AirAsia, said that Indomie is a brand that significantly represents Indonesia and resonates well with the Hong Kong audience, reflecting strong ties to Indonesian culture. Meanwhile, Jakarta is not the top-of-mind travel destination among Hongkongers. As an airline operating within the Association of Southeast Asian Nations (ASEAN), AirAsia aims to promote local Indonesian culture in the Hong Kong market and achieve a certain level of awareness of the new route.

Available from 4 until 12 February, the social campaign named “全年起勢飛 AirAsia 請你一年任食營多!” is done in collaboration with creative agency MORE Digital. It targets Gen Z and Millennials, according to So.  

To arouse the relations between two different cultures, AirAsia shared a preheat announcement on its Facebook page before officially launching the giveaway. It invited those curious about the Indonesian hack for enjoying Indomie to travel to the brand's headquarters in Jakarta. They can take AirAsia to conduct a culinary investigation and fact-check with the locals.

Last Thursday (6 February), AirAsia launched a Facebook giveaway post featuring various ways to enjoy Indomie such as Indomie pancakes and Indomie rice balls. The post invites the public to share their favourite Indomie creations from the images in the Facebook post along with reasons for wanting to try them. Participants have the chance to win up to one year’s supply of free Indomie and free round-trip tickets for two from Hong Kong to Jakarta. 

The giveaway post has received over 490 likes, 80 comments and 110 shares on Facebook, according to a check by MARKETING-INTERACTIVE. A number of netizens shared their favourite Indomie creations. 

Don’t miss: AirAsia invites KOLs to join tram party as part of free seats campaign

Back in November last year, AirAsia Hong Kong invited a number of local influencers to join a tram party as part of its new campaign, featuring various ticket discounts to Southeast Asia destinations.

Also known as “禮「上」往來東南亞”, the campaign was done in collaboration with creative agency To Be Honest and digital agency MORE Digital. It aimed to drive sales and enhance brand love which aligns with its brand promise - “Now everyone can fly”.

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