Japan Airlines Harnesses Dynamic Content for Fly Once, Fly Always Campaign

With adaptive content increasingly key to capturing audience attention and securing conversion, Japan Airlines’ (JAL) launched a new campaign leveraging dynamic content optimisation. The six-month Fly Once, Fly Always campaign developed by Ogilvy Singapore, marries hyper-personalisation and precision marketing to deliver content tailored to individual preferences, intent and platform relevance.

To enable hyper-personalised optimisation, dynamic rules – defined by personas, locale, language, desired destination and platform – generated nearly 3,000 unique creative assets. Combined with optimised media buys through Mindshare Singapore, this is designed to leverage audiences’ emotions across social and digital touchpoints, thereby maximising the likelihood of purchase at various points along the customer journey.

Chris Riley, chief executive of Ogilvy Singapore, 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.”

Sze Hunn Yap, regional marketing manager, Japan Airlines, said: “Personalised and relevant content is the currency for driving customer experience, engagement and commerce today. As Southeast 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.”

Fly Once, Fly Always is the first integrated brand campaign since Ogilvy Singapore’s appointment as Japan Airlines’ agency of record in July 2019, and is testament to the agency’s and airline’s ambition to strategically and creatively address businesses and customer needs through integrated marketing technology solutions. The agency has plans to further bolster its Content Studio service with additional leadership and capabilities as it continues to grow at pace.