Ogilvy Singapore generates nearly 3,000 creative assets for its first campaign for Japan Airlines

Ogilvy Singapore has created an integrated brand campaign for  Japan Airlines called ‘Fly Once, Fly Always’, the first from the agency since it won the business this July.   

The campaign is built around dynamic rules which define the persona of the target audience along with details like their locale, language, desired destination and their preferred platform for receiving advertising messages. 

This allowed Ogilvy to come up with nearly 3,000 unique creative assets which were served to the audience via optimised buys from Mindshare Singapore.

A note on the campaign from Ogilvy said: “It is designed to leverage audiences’ emotions across social and digital touch points, thereby maximising the likelihood of purchase at various points along the customer journey.”

Speaking of the campaign Ogilvy Singapore CEO Chris Riley said: “It has never been more important to deliver the right message at the right time for our clients. However, it has become more complex than ever to achieve this goal. 

“By combining creativity with technology we can produce authentic branded content and messages for multiple audiences across various platforms.  We are thrilled to be in a position to help JAL with a dynamic content optimisation approach that will drive cost-effective business results.”

Japan Airlines regional marketing manager Sze Hunn Yap added: “As South East Asia is one of the most demanding and complex regions, we are excited to have partnered with Ogilvy on this campaign that will allow us to use consumer insight and behaviour to inform creative changes as we test and deliver timely, tailored messages best suited to our audiences’ ever-changing preferences.”


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