FMBX News

AirAsia hits the heights with Carlson at Westfield

This weekend AirAsia made a hit with shoppers at Westfield shopping centres. The success was delivered by agency Carlson Marketing, staffed by Kru Live and assessed by Fieldmarketing.com using real shopping centre visitor’s crowd sourced by Field Agent.

The event was designed to have a broad appeal and to touch groups of consumers and shoppers with a number of different offers and experiences.

The AirAsia crew invited visitors to the centre to with a number of prizes on offer It announced, “Come and experience AirAsia from 20th - 22nd May at Westfield London. The World’s Best Low Cost Airline is giving you the opportunity to win lots of exciting prizes including Flights, AirAsia Moto GP and AirAsia Renault Clio UK series tickets amongst other fantastic prize giveaways.”

As well as the prizes, there were multiple experiences to enjoy and stage performers to admire. The event offered chances to create Singapore Sling cocktails, make Sushi, enjoy Thai massage or accessorize with a henna tattoo.

Staff also handed out branded boarding cards with barcodes to drive competition entry. The barcoded boarding cards could be activated directly via a scan to assist visitors to automatic photo uploads on the brand’s social networking Faceboook.

A further promotional tie in saw energy drink EQ8 being sampled. EQ8, a brand partner for AirAsia describes EQ8 as “a fashionable lifestyle brand for those who like living life in the fast lane and in a balanced way. Balanced is about being in control, equating enjoyment and performance with respect for mind and body.”

The wide variety of entertainment went down well with Westfield’s visitors including our mystery shoppers who were sourced using Field Agent. Frank Wainwright, publishing editor, FieldMarketing.com commented: “Sometimes it is nice to get a perspective of an event from a consumer or shopper rather than a reporter. You can get a direct snapshot of the event and how successful it looks and feels in a very genuine way. In this instance it was nice to hear from a third parties that the event was enjoyable, that the staff were good and that the brand impact on visitors was very positive.”

This event is one is a successful series of events for which AirAsia and Carlson have combined following on from various events held in 2010. The campaign has connected events such as AirAsia’s sponsorship activation at the Moto GP with on and offline shoppers.

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