Vietjet brings home win at Asian Experience Awards 2024

It has developed a groundbreaking marketing strategy that is centred around the deployment of a customer data platform.

In the wake of the COVID-19 pandemic, one of the leading Vietnamese airlines - Vietjet, which has a 42% share of the domestic market, faced the challenge of enhancing its international footprint and accelerating recovery.

Whilst the domestic market had rebounded by the end of 2022, the international segment lagged, with forecasts suggesting a return to only 83.5% of pre-pandemic passenger numbers by the end of 2023. Compounding these issues were economic fluctuations, shifts in consumer behaviour favouring domestic travel, and the underutilisation of a substantial dataset comprising over 150 million customer records.

To address these challenges and expand its market share within the Asia Pacific region, Vietjet has implemented a groundbreaking marketing strategy centred around the deployment of a Customer Data Platform (CDP). This approach has aimed to refine customer experience through targeted advertising, enhance marketing efficiency, and drive significant increases in sales and conversions.

The airline has collaborated with eight key opinion leaders and over 15 fan pages and travel communities for this campaign, which has resulted in an Earned Media Value of VND3B. Offline events and familiarisation trips have also engaged around 6,000 individuals.

At the same time, it has distributed 10,000 augmented reality (AR) coupons that have led to all vouchers being redeemed within four weeks. The AR games have garnered 2.5 million views and 60,000 social media engagements, resulting in 10,000 additional bookings for less popular destinations. It has also displayed two livestream episodes that have sold 1,4000 pre-booked tickets and have reached a peak viewership of 10,000.

The initiative has also led to a sixfold increase in flight bookings compared to the same period in 2022, totalling 1.7 million bookings. Purchases through the app have also surged by 82%, with return users increasing by 2.5 times and monthly active users growing by 75% YoY.

Meanwhile, the campaign’s success has led Vietjet to secure over 80% media coverage, reaching 125 million individuals across the Asia Pacific region. It has also generated one billion impressions, 60 million interactions, and 110 million views, achieving the highest share of voice across all search platforms.

The campaign has not only strengthened Vietjet’s market position but has also set a new standard for the Vietnamese aviation industry by pioneering the effective use of CDP. This approach has showcased the potential of data-driven marketing strategies and encouraged other industry players to consider similar technological investments.

Looking ahead, Vietjet aims to expand its use of CDP by using artificial intelligence-driven predictive analytics to personalise travel offers through machine learning algorithms that forecast customer preferences based on historical data and trends.

The airline’s milestone in personalising travel and addressing industry issues with real-time data insights has caught the attention of the coveted Asian Experience Awards 2024, with Vietjet bringing home the Vietnam Brand Experience of the Year - Airline category win.

The prestigious awards programme, presented by Asian Business Review, celebrates companies launching ingenious brand experiences for their stakeholders – from clients and potential customers to employees.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Jane Patiag at [email protected].