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Hello, Creative Souls!

Today, we're diving into how a major airline used emotional storytelling and the "Intangible Souvenir" principle to market their brand, drive personal growth, and capture hearts around the world - and they did this by focusing on what truly matters in travel.

What is the Intangible Souvenir principle? Emphasize the unseen, transformative gifts that travel brings to our lives.

And oh, they also connected deeply with millennial travelers seeking more than just Instagram-worthy moments.

Campaign: China Airlines #WhatTravelBringsYou Agency: Leo Burnett Taiwan

The gist:

China Airlines aimed to redefine the essence of travel for millennial explorers by launching the "#WhatTravelBringsYou" campaign. This innovative approach focused on the idea that beyond typical souvenirs and experiences, travelers always bring back something intangible and profoundly meaningful for their lives - often without realizing it.

To connect with their target audience, the campaign bypassed traditional travel advertising tropes and instead delved into the emotional and philosophical aspects of exploration. The ad showcased specific destinations, linking each to a unique form of personal growth or self-discovery.

The initiative was a resounding success, resonating with millennials who value life experiences over material possessions. It positioned China Airlines not just as a mode of transport, but as a facilitator of personal transformation and growth.

Why this works:

Emotional Storytelling: By focusing on the transformative power of travel, China Airlines tapped into the deeper motivations behind why people explore the world. This emotional approach creates a stronger, more memorable connection with the audience.

Target Audience Understanding: The campaign directly addresses the values and desires of millennial travelers, who seek authentic experiences and personal growth through their adventures.

Destination Differentiation: By associating specific routes with unique forms of personal development, China Airlines adds depth and purpose to each destination they serve.

Long-term Brand Association: Encouraging viewers to see travel as a catalyst for personal change not only promotes immediate engagement but also positions China Airlines as a long-term partner in life's journey.

While creating an emotionally resonant campaign might seem challenging, this approach offers several advantages:

Universal Appeal: The concept of personal growth through travel is relatable across cultures and demographics, allowing for wide-reaching impact.

Cost-Effective Messaging: By focusing on intangible benefits, the campaign doesn't rely on showcasing expensive productions or luxurious destinations.

Organic Engagement: The thought-provoking nature of the campaign naturally encourages discussion and sharing, extending its reach through word-of-mouth and social media.

Ideas Corner:

Other brands can draw inspiration from China Airlines' campaign to create their own impactful, transformation-focused initiatives:

EdTech/Education companies: Launch a campaign showcasing how learning a new skill or subject can unexpectedly enrich various aspects of life.

Fitness Brands: Create a series highlighting the mental and emotional benefits of physical activity, beyond just physical transformation.

Book Retailers/eCommerce Sites/(Amazon Kindle?): Develop a campaign around how reading can change perspectives and open new worlds, focusing on the "intangible souvenirs" gained from each book.

To maximize the impact of such initiatives, brands should:

1. Identify and highlight the less obvious, more profound benefits of their products or services

2. Use authentic storytelling to create emotional connections with their audience

3. Encourage user-generated content about personal growth and transformation

4. Create follow-up campaigns that dive deeper into specific aspects of personal development

5. Consider partnering with influencers or thought leaders who embody the transformative message of the brand

Figment is written by Abbhinav Kastura, a writer/producer who has spent a decade making impactful internet videos and Guru Nicketan, an advertising nerd, B2B Marketer, stand-up comedian, and a film buff.