Malaysia Airports wants to be known, not only as a travel point, but as a shopping destination. Because the Grand Prize is an Aston Martin, the naming of the contest is based on James Bond, who famously drove the sexy DB10. Connecting the idea of supercar excitement and vacation, we came up with “Licence to Win”, after one of James Bond’s movies (Licence to Kill) – Effectively connecting the supercar Grand Prize with our “Spy Getaway” concept. The messagings in this 360° campaign use “spy” language and speak to the customers at each point in their getaway journey via website banners, airport ambience ads, supercar display, on-flight magazines, press ads and more.
The contest garnered huge success with totals sales of over RM152mil. It was also awarded the Silver Dragons for Best Product Launch or Re-Launch and the Black Dragons for the Best Marketing Discipline at 2019 DRAGONS OF MALAYSIA AWARDS, and the Black Award for Best Product Launch or Re-Launch at 2019 DRAGONS OF ASIA AWARDS.
