Japan Airlines
‘Score with JAL’
Role: Concept · Copy · Art Direction
Partnered with Japan Airlines across two consecutive years to bring their Liverpool FC partnership to life through a regional contest campaign – concepting the creative idea, writing and designing the microsite, and producing assets for amplification while adhering to brand guidelines.
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Conceptualised the campaign title and developed the contest microsite for JAL's Liverpool FC activation, administered across Singapore and Thailand.
Deliverables: Campaign concept · Microsite copy & design · Creative assets
Results: 69,000 page views · 61,000 users · 2 markets
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The concept proved strong enough to carry into a second year, evolving into "Score with Japan Airlines: Your Next Match Awaits" and scaled across 10 markets: Hong Kong, Indonesia, India, Korea, Malaysia, Philippines, Singapore, Taiwan, Thailand, and Vietnam.
Deliverables: Campaign concept · Microsite copy & design · Creative assets · Contest administration
Results: 207,949 page views · 183,269 active users · 8,404 entries · 10 markets
