Travel is always on the minds of the young generation, whether for a brand-new destination or to refresh one's experience at a place. An evolved mindset enables them to learn new things, meet new people, and experience new cultures. Cultural travel, green travel, healing travel, and traveling away from hustle & bustle cities are emerging travel trends among this digital-savvy generation. It depicted that 73% of GenMZ were planning vacations to better their mental, physical, and emotional health the next year. And 79% of them wanted to partake in a day of locally cultural experiences.    

Hence, every trip to them is a chance to learn, to grow, and instill their confidence, signifying positive self-improvement. And by expanding your personal horizons through global learning, you are able to effect change in a more meaningful sense on both small and larger scales. Traveling more around the world, however, can put a strain on budgets & service inflexibility within their capabilities.    

In order to boost readiness for travel, Vietjet initiated an executional strategy across different regions, with a primary focus on key routes including India, Northeast Asia, Australia, and our home base - Vietnam. Various cultural preferences were taken into consideration for implementation.

For instance, in India, dance holds a significant role in both religion and culture. Australians, on the other hand, expressed interest in self-discovery and personal development. Additionally, the community of Overseas Vietnamese, mainly residing in Australia for studies and business, showed a strong desire for flights back home during special occasions like Tet. Meanwhile, young individuals in Northeast Asia sought an escape to tropical climates, craving excitement and engaging activities while leaving behind the pressures of life.

Vietjet believes that travel is a great form of education. A trip is not only an adventure, but also a way to learn more about the world and enhance your own values. The journey of a global citizen is not only measured by the number of miles traveled but also by the richness of the soul and intellect. For that reason, the campaign initiated with the key message for year 2024 “Fly out to the world, Embrace a new self”. By this message, Vietjet encourages every great learner to embrace the most opportunities to travel across the global borders as much as they can, thus transforming themselves into a better version.

Indeed, social media has risen to prominence as the leading source of inspiration for Gen MZ travelers, who utilize the platform to discover fresh destinations and experiences. According to the Klook Global Report of Travel Pulse, the finding showed that 9 out of 10 Millennials and Gen Z travelers prioritize checking online reviews prior to booking, with a strong reliance on travel content suggestions found on social media, notably through videos, in shaping their holiday plans. So , the crafted campaign was aimed at becoming a source of inspiration and engaging them into activities to spread ‘go global’ spirit beyond the borders.    

Intentionally, the campaign has journeyed with the eager learners through the year 2024, shooting the launch by the end of 2023 - the culturally significant moment for self-readiness of transformation, launching the quest for traveling around the world next year & making all the plans a reality so that a great transformation can take place.

The key message was introduced through a video across social media channels. The video featured dynamic self-versions of travelers from different nations, whilst highlighting inbound - outbound - connecting flight routes, celebrating the intersection of self-improvement through global travel.    

Firstly, riding on the wave, Dance Challenge was in collaboration with Sini Shetty in India, Australia & SEA (Singapore, Myanmar, Indonesia). Sini Shetty - crowned Femina Miss India World 2022 - firstly appeared in Vietnam scenery hotspots & shooted the mission for the challenge. The Dance Challenge was mainly hosted on Instagram platform due to the fact of Indian users’ restriction on TikTok.    

Slightly later, Budget Challenge occurred in the Northern Asia area, including Japan, Korea, Taiwan and HongKong. In each market, 2 or 3 influencers recorded a video of traveling to Vietnam within a given budget from Vietjet. These initiators evoked the passion of traveling to Vietnam in their fan communities, thus they could share their plans to Vietnam. The more inspired the content was, the more likely the users can win the prize.    

Lastly, in Vietnam, hopping on the trend of CapCut on TikTok - increasingly dominated by Gen MZ, we proceeded the Capcut Challenge with creative templates & catchy tunes. Minh Tu, a model influencer, rode on the wave of the contest, followed by several submissions that elaborate the campaign's message into different meaningful stories of traveling around the world.    

The prizes for all contests were free tickets or exchangeable points, enabling the winners to fly out to the world with Vietjet.

Moreover, Vietjet also provided travelers with meaningful programs for each audience. In India, we conducted a contest “Love Connection” on loveconnection.vietjetair.com, where couples confessed their own love story and got a chance to win a free ticket to Vietnam to unforgettably celebrate the milestone. Whereas, in Australia, we collaborated with universities across the country and sponsored for top students a free ticket to Vietnam for research & travel. Also, there were various free flights for disadvantaged overseas people to return home and celebrate Tet with their loved ones

As the premier aviation brand in Vietnam, we have expanded our social engagement beyond borders, not only instilling a sense of national pride among our international friends but also fostering inclusivity and fairness on a global scale through our campaign efforts.    

The SkyDance Challenge, an interactive activity, reached an impressive 69% of potential participants (~79 million) on Facebook and Instagram, garnering significant interaction rates in the Indian market at approximately 12.16%.    

Across Japan, Korea, Taiwan, and Hong Kong, our interactive activities saw a remarkable 378 submissions, engaging 92% of potential participants (~7.6 million) on Facebook and Instagram.    

Back home in Vietnam, our campaign showcased exceptional performance metrics, boasting competitive CPM and CPV rates compared to industry benchmarks during the same period. The campaign elicited an astounding 915 video submissions on TikTok, all utilizing our branded template. The 2.58 times higher CTR rate underscores the strong interest among users in Vietjet's content and initiatives.    

Furthermore, the launch of our year-end campaign yielded promising results, with total revenue soaring by an impressive 44.16% compared to the previous period of December 1 to December 5. These achievements reflect our commitment to excellence and innovation in the aviation industry.