AirAsia DM REVERSE PICKPOCKET by DraftFCB Kuala Lumpur

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Industry Airlines
Media Direct marketing
Market Malaysia
Agency DraftFCB Kuala Lumpur
Executive Creative Director Lakshmi Mohan
Art Director Yk Tan
Copywriter Zamri Dzakaria, Raymond Ng
Released June 2011

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Product/Service: AIRASIA INSURE
Executive Creative Director: Lakshmi Mohan (Draftfcb)
Creative Director: Raymond Ng (Draftfcb)
Copywriter: Raymond Ng (Draftfcb)
Copywriter: Zamri Dzakaria (Draftfcb)
Art Director: Yk Tan (Draftfcb)
Media placement: Stunt - On-ground - 26 June 2011

Describe the brief/objective of the direct campaign.
‘It will never happen to me.’ That is the mindset most travellers have when it comes to purchasing holiday insurance. So how do you make potential travellers consider buying travel insurance when it is the last thing on their minds? We had to show travellers that anything can happen to anybody.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Turn potential travellers into victims of the 'reverse pickpocket business card'.

Explain why the creative execution was relevant to the product or service.
During the city's annual travel fair, we hired professionals to 'reverse pickpocket', which meant they had to slip our business cards into the pockets of unsuspecting visitors at the fair. So, rather than losing their belongings, the visitors found something valuable in their pockets. They found peace of mind. And it read, ‘A pickpocket can take your wallet out faster than it took to slip in this card. Make sure you're travel-insured’.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Over 20% of travellers had included our travel insurance policy into their holiday itineraries.