AirMosphere by AirAsia
AirAsia, the low-cost airline service, took a step closer to passengers by building travel community to tighten relationship and confront with travel medium problem. AirMosphere is a related emotional atmosphere portal through stories where everyone can share that welcome over 7.7k readers every day and 17k stories every month.
Client
AirAsia
Year
2015, 6 weeks
Team
Cross-functional team
Role
Art Director
UX/UI
INSPIRING CONCEPT
On the other hand, the sharing folks miss the charming old-fashion methods that sincerely deliver their story by human-relevant experiences like postcards, guidebooks, and photobooks.
Most people begin with an online approach until they found themself drowning in duplicated and uncertain proved information that floods an online space which led them to end up at bookshops for exclusive content and tangible media like travel magazines and travel guides that become a fantastic experience that provide the unseen destination and story.
The insight inspires us to research and approach deeper to emphasize the atmosphere of the travel story concept.
AIRMOSPHERE
We found that rather than browsing online and keep finding the same information, people would like to seek more hidden or unseen advice and content from a touchable medium which inspired us to apply the concept of visiting the book shop.
MEDIUM ATTRIBUTES
Breaking down the attributes of book, magazine, and bookshop to apply in the form of interaction, UI design, and medium.
BOOKSHOP
Simulating the attractive experience of randomly picking the travel magazine and guidebook at the book shop amazes them by the content they never see before
AIRMOSPHERE
Travel memory log
Introducing 3 missing medium types. Enjoy the full story? Writing personal journal that can be printed out for personal guidebook. Dropping a bunch of photos, the photobook format is also available. Wishing for a quick and touchy moment, make your postcard for someone you think of.
DELIVERING THE STORY
3 steps away to finish story
Over 100 writers feedback the type through interaction, custom content style, and draggable section really help them manage storyline, save time from mouse and keyboard switching, and keep their focus on delivering their story. While categorization allows them to share the baseline information they might miss for readers.
EMPHASIZING TRUST
Certified content by brand
Granting the certification badge to ensure the correctness of the content. Behind the stage was a collaboration between the brand and trusted influencer that was not just support reviewing, but creating the trusted source and recommendation.
PHYSICAL MODE
Own your book and gather your guide
AirMosphere supported the tangible experience format by allowing writer and reader to print out their story that is ready for binding and publish your story.
daily user
7,000+ daily unique visitors consume, exchange, and share their story each day.
monthly content
Over 17,000+ stories was told monthly by micro-traveler and brands.
LATEST UPDATE IN 2021
It was a big challenge since other research and case studies told Airasia to be aware of the failure.
However, we experimented and challenged the content strategy and marketing approach which is very successful in terms of engagement rate for Thai culture with over 17k monthly active users. Unfortunately, AirMosphere has been shut down since the COVID crisis in 2019 seriously impact AirAsia.
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