Vietjet Air: Happiness is to enjoy flying

Market-leading Vietnamese airline Vietjet created Happiness Is To Enjoy Flying to increase ticket sales, grow app usage and boost travel intention following the COVID-19 pandemic.

Campaign details

Brand: Vietjet AirAgency: PMAXRegion: APAC

Strategy

Objective

According to the Civil Aviation Authority of Vietnam, although Vietnam's aviation industry has seen a full recovery in the domestic aviation market at the end of 2022, the international market is still gradually recovering and is expected to reach 34m passengers by the end of 2023, which accounts for 83.5% of 2019.

Vietjet's challenges:

  1. Macro factors (economic fluctuations, layoffs, etc.): drop in consumer purchasing power.
  2. Changes in consumer behavior: prefer short trips or domestic travel for fewer travel restrictions.
  3. Vietjet's global standardization and local adaptation of...

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Insights Team
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