Japan Airlines adopts 'hyper-personalisation' strategy for online display

Japan Airlines has launched a campaign that uses personalisation across an individual’s preferences, intent and the relevance of the platform. To do this, the brand has tasked Ogilvy with creating dynamic creative and Mindshare Singapore to take on the media buying. According to Ogilvy, the strategy is to create digital creative that can use audience emotion as they use different digital touchpoints. 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 ‘Fly Once, Fly Always’ campaign is the first activity since JApan Airlines appointed Ogilvy as its agency this year in July and it will run for six months.<br/>