Japan Airlines (JAL) has launched a campaign with a personalized approach to digital advertising. The campaign has focused on the individual’s choices and preferences when it comes to travelling. Agency Oglivy has done the creative part and Mindshare Singapore has been entrusted with the media buying  According to Ogilvy, the strategy is to create digital creative that can use audience emotion as they use different digital touch points. Using adaptive content is key to getting the attention that a band needs, according to the agency.

Chris Riley, chief executive of Ogilvy Singapore, said: “It has never been more important to deliver the right message at the right time for our clients. However, it has become more complex than ever to achieve this goal. By combining creativity with technology we can produce authentic branded content and messages for multiple audiences across various platforms. We are thrilled to be in a position to help JAL with a dynamic content optimization approach that will drive cost-effective business results.”

The Japan Airlines had appointed Oglivy as their agency in last July and the campaign titled  ‘Fly Once, Fly Always’ is their first activity which is going to run for another six months.

Sze Hunn Yap, regional marketing manager at Japan Airlines, said the complexity of South East Asia as a region demands a more personalized approach to digital advertising.

“Personalized and relevant content is the currency for driving customer experience, engagement and commerce today. As Southeast Asia is one of the most demanding and complex regions, we are excited to have partnered with Ogilvy on this campaign that will allow us to use consumer insight and behavior to inform creative changes as we test and deliver timely, tailored messages best suited to our audiences’ ever-changing preferences,” added Yap

The Japan Airlines has already invested in digital marketing and  is planning big projects for the future.