AirAsia: Unlock Han Zi [image]

Credits & Description:

Client: Airasia
Agency: Bbdo Bangkok, Thailand
Entrant: Bbdo Bangkok, Thailand
Idea Creation: Bbdo Bangkok, Thailand
Chairman & Chief Creative Officer: Suthisak Sucharittanonta (Bbdo Bangkok)
Deputy Chief Creative Officer: Anuwat Nitipanont (Bbdo Bangkok)
Creative Director: Pitha Udomkanjananan (Bbdo Bangkok)
Senior Art Director: Charnpanu Suchaxaya (Bbdo Bangkok)
Copywriter: Manamai Rodpetch (Bbdo Bangkok)
Director: Adisak Chanchaipoom (Klackfilms)
Account Manager: Natthanicha Taveesupapong (Bbdo Bangkok)
Application URL: https://play.google.com/store/...
Describe the campaign/entry:
The hardest part of learning Chinese is the characters. There are over
000 characters to learn. The only way to learn Chinese character is to practice writing it repetitively. What if we can integrate this writing practice into our daily routine?
An average person unlocks their phone 110 times a day. Air Asia creates Unlock Han Zi application, a lock screen application that utilizes the unlock routine by helping users to practice writing Chinese characters every time they unlock their phone.
Creative Execution:
Unlock Han Zi application, a lock screen application that utilizes the unlock routine by helping users to practice writing Chinese characters every time they unlock their phone.
1. Select a character you want to practice and learn how to write it
2. Set as a lock screen
3. Write it correctly to unlock your phone
*In case the writing doesn’t match after several attempts, the app will revert to a normal entering passcode method.
• The app has been unlocked more than 1,000,000 times since launched.
• Unlock Han Zi app has become one of the significant learning tools in 32 language institutes.
• 21% increase in flights booked to China, comparing to the same period last year.
Air Asia wants to become a top of mind for consumers every time they book their flight ticket to China but, since nowadays there are a variety of choices for low-cost airlines. To do so, Air Asia has a mission to help customers connect more with Chinese people and its culture by learn Chinese language. The more they connect, The more they fly with Air Asia