Last week, Japan Airlines (JAL) launched a hyper-personalised video campaign for five markets across Southeast Asia. There are at least 24 different versions of the ‘Fly Once, Fly Always’ campaign, which leverages 3,000 unique creative assets. The video content displayed is chosen according to the viewer’s persona, location, language, desired destination and platform relevance. For example, the version of the video served to viewers in Indonesia features woman wearing hijab, to illustrate that JAL serves halal food. Each version of the video delivers the same core message: that Japan Airlines promises to recreate the special ‘first time feelings’ that travellers felt on their first flight.
Two key insights for your brand in 2020:
Personalised omnipresence. Japan Airlines scores trend bingo by combining two powerful trends: hyper-personalisation and CONTEXTUAL OMNIPRESENCE. This campaign leverages contextual data to target consumers with relevant content that will address their needs and preferences. Given the linguistic, religious and cultural diversity in Southeast Asia, it’s a smart play. But expectations that brands show up in the right place and time, with the right offering, are global: a recent survey found that 78% of global consumers prefer different channels depending on context, and 64% expect tailored engagement based on past interactions (Salesforce, 2019).
METAMORPHIC DESIGN. There’s more. When it comes to personalization, expectations are evolving. The same survey found that 62% of consumers now expect brands to continually adapt their offering based on their actions and behaviors. That kind of METAMORPHIC service is the next frontier for personalization: it means products, services and experiences that continually evolve and shift around the changing needs of the user. Read our flagship report 5 TRENDS FOR 2020 to learn more. Then take this question back to your team: what does rising expectations of a truly METAMORPHIC offering mean for us in 2020?
💻 Upcoming webinar: 5 Trends for 2020
