Air China’s mission is making the world smaller, while bringing its brand closer to its users. Hence, we reimagined the significance of flying, and created a new brand proposition "Land Your Dream".
Creative solution: Everyone who is about to set out has a dream. But they are hidden deep inside people’s hearts, how can we uncover them? This campaign used big data and true stories to give every participants’ dream its own unique shape and voice.
Air China’s mission is making the world smaller, while bringing its brand closer to its users. Hence, we reimagined the significance of flying, and created a new brand proposition "Land Your Dream".
Everyone who is about to set out has a dream. But they are hidden deep inside people’s hearts, how can we uncover them? This campaign used big data and true stories to give every participants’ dream its own unique shape and voice.
There are over 393 million search results related to dreams in Google and Baidu. From these, we filtered ten thousand results that’s most relevant to people. With the help of AI classification and Tencent’s White Paper on Top 100 Dreams, 35 were selected from all over the world as universal dreams.
At the same time, data from leading domestic and foreign travel sites such as TripAdvisor & Ctrip were mapped with 5,600 cities on Google maps, from which we pegged 65 of the most popular destinations.
When 65 destinations meet 35 dreams, billions of all over the world are summed up into thousands of the most symbolic images. These dreams are then brought to live through 3D and voice technology on Air China’s website and mobile site, to be awoken by users.
When you fill in your dream and destination, the representative cloud shape will immediately appear, with individualized words of encouragement to act on that dream.
Within 20 days, the campaign attracted over 35 million participants who shared their stories on Weibo. Air China’s search index on Baidu rose 77% as compared to previous year.
Millions visited the interactive mobile sites, and dream stories totaling 310,000 words were received.
Heart-moving true stories among a multitude of dreams were recorded and amplified on social media.
No celebrities were engaged in the promotion of this campaign, data speaks the truth and that dreams are the most powerful KOL!
2018 Tiger Roar Award
Media Creativity
Excellence Award
