Gujarat Global News Network, Ahmedabad
GoAir has won global acclaim for its digital marketing initiatives at the recently concluded ‘SEAC Customer Engagement Forum & Awards 2019’ amidst stiff competition. There were 264 entries from Singapore, Malaysia, Vietnam, Sri Lanka, Indonesia and India.
The best campaigns, creatives, activities, and marketing initiatives were evaluated by APAC Customer Engagement Pte. Ltd. (Singapore) and Asian Customer Engagement Forum (ACEF), which formed the first edition of the SEAC Awards in Singapore.
GoAir won 2 Gold, 1 Silver, and 1 Bronze in three main categories including Digital Marketing, Data-driven Marketing, and Capability Awards. The brand’s digital communications strategy encompasses social media, SEO, SEM, and analytics. The awards were received by Shabnam Syed, Vice President & Head of Marketing and E-Commerce, GoAir.
Speaking about the awards and campaign, Shabnam Syed said, “GoAir flies 16 million passengers annually and most of these customers are Millennials. Thus, digital media plays a pivotal role in our marketing mix. The award winning campaigns successfully engaged the customers through interesting content and creatives. With our in-depth insights, we always strive to enhance our interaction with customers and strengthen our online brand presence. We thank the jury of the SEAC awards for placing their trust and confidence in brand GoAir.”
GoAir ‘Let’s Colour the Skies Together’ campaign
The idea was to expand GoAir’s current online base by marketing the brand differently while breaking the clutter during the Holi festival and creating a friendly social media banter. The campaign ran on Twitter with an objective to engage potential customers, loyal passengers and competitors in a colorful conversation around the festivity.
A short and simple video having different colors was posted wherein each colour represented a competitor brand strewn in the sky – wishing everyone a Happy Holi. The respective twitter handles of the competing airlines were tagged on the post, with the caption: ‘Let’s colour the skies together’.
It was a simple creative with a strong message – a communication that allowed all the airlines to come together and wish each other using the content that was high on festive spirit and celebration. The brand recorded the highest organic engagement on Twitter, i.e. about 3X more than what is normally achieved by other organic posts.
GoAir ‘Beating OTAs on Organic Search’ campaign
Another GoAir campaign, ‘Beating OTAs on Organic Search’ won Gold in ‘Excellence in Brand Management’ and Silver in ‘Most Admired Activity for Customer Engagement’ category. The campaign was aimed to outrank the Online Travel Agencies (OTAs) on the basis of route-based keywords. By implementing a smart SEO-led strategy, the brand was able to improve the rankings of its route-based keywords. GoAir became the only airline website to secure thetop position on organic search with ads appearing in the top 5 positions as compared to the other airlines.
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