AIA – Real Music Campaign
With an aim to lift the brand awareness among the young people market, Pixo Punch developed a comprehensive digital plan to promote their highlighted campaign – AIA-Real Music. It was a new try of segment migration for a brand on Facebook.
With the strong incentive of Lucky Draw of Justin Bieber concert and 5D4N travel, young energetic web citizens from AIA K-POP fan page was treated as new fans to join the campaign on AIA Hong Kong fan page and to empower the word of mouth. Participants just needed to fulfill simple steps to be eligible. As a result, this campaign smoothly migrate those two fan page fans to maximize the fan base (AIA K-POP age group18-25; AIA HK age group: 25-34).
The Real Music Campaign got huge success that has attracted 11,000 new likes, and more importantly, it has built up a strong linkage between two fan pages. With such effect of the campaign, the brand image of AIA has successfully become youthful and energetic.