Air Asia encourages traveller wanderlust with ‘Live life unexpected’ campaign


Air Asia and Malaysian experimental marketing agency/consultancy firm Entropia has launched a new brand campaign encouraging travellers to be more spontaneous.

Under the tagline ‘Live life unexpectedly’, the integrated campaign supports the Visit ASEAN@50 tourism initiative launched by the Association of Southeast Asian Nations or ASEAN.

Rolled out across the 10 ASEAN countries, the online video follows a young female tourist’s journey through South East Asia, the aim being to appeal to consumers’ “wanderlust and boundless spirit”.

Spencer Lee, AirAsia Berhad head of commercial, said: “AirAsia as a brand has always stood for discovering the unexpected, the exciting. We are also the only airline to fly directly to all 10 ASEAN countries. We invite people to spread their wings and explore new experiences.

“We hope to promote ASEAN as a single yet diverse destination to as many people as possible.”

Formally launched in Kuala Lumpur last July, Entropia positions itself between the advertising agency and consultancy model.


The company is led by  Prashant Kumar, who left his role as president of Asia World Markets at IPG Mediabrands in March 2016, joining Entropia two months later.

At the time he said: “Brands must enhance human happiness. So must data and technology. In the age of anticipatory data, creative prototyping and curative technology, there is a historic opportunity to be different. Entropia hopes to chance upon ways we can do that – with consistency and scale.”


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