We’re passionate about crafting stories that resonate with travelers, and the Agoda ad campaigns we just launched in Japan, India, and Indonesia are no exception.
Our Brand team is the creative force behind Agoda’s bright and playful identity, and they’re always exploring new ways to share our story with the world. To learn more about our newest launches, we spoke to Brand Management team members Nat Wangcharoenpaisan, Sahil Sharma, and Alton Peng, who helped create these campaigns from start to finish.
From collaborating with beloved local icons to infusing a bit of tech magic, read on to see how their efforts came to life!
Japan: Making musical magic
In Japan, we teamed up once again with the iconic comedy duo Bananaman. Our goal? To remind travelers that Agoda offers low prices all year round – no seasonal gimmicks, just great deals every day. We wanted Agoda to become synonymous with traveling in their minds. The ad features Bananaman navigating the hustle of daily life, only to be delightfully surprised by Agoda’s unbeatable rates.
This is our third Agoda ad campaign with Bananaman, and their ability to combine humor with heart has only deepened our partnership over the years. Their universal popularity, positivity, and exceptional comedic talent make them an ideal fit for Agoda! Like us, they always go the extra mile to achieve the best results while having fun along the way.
Crafting a great ad
The process kicked off in Q4 last year when we analyzed our past Agoda ad campaigns to refine our approach and worked with a local creative agency to dream up our newest ad. After conducting surveys to find the winning concept, we shot at various iconic locations across Japan, from a gigantic 90-person elevator in Roppongi to a stylish pool resort in Chiba prefecture. Though it looks incredibly realistic, the train scene was filmed in a studio! We sprinkled in a few Easter eggs, too. Three Agodans — Matteo, Jennifer, and Hiroto —make a cameo in the ad, so do watch until the very end.
The story behind the song
Japan is renowned for its organization and discipline, and our team embraced this by ensuring every detail was perfect, from backup plans for rainy weather to super-efficient shoot days.
Another key learning? The power of music in this market. “We learned through Google’s localization study that brands can drive significant engagement through a mnemonic jingle or song,” explains Nat, who led this project. “Our ad’s catchy tune, set to the familiar melody of “A Week,” a folk song popular in Japan, was carefully crafted to stay in the audience’s minds long after the ad ends. Bananaman not only excels at comedy, but they’re also great singers! What you hear in the ad is their actual voices recorded after the shoot.”
Melodies of success
Since its launch just over a month ago, the ad has been well-received in Japan. “There’s been a positive buzz on social media, with people commenting on our continued partnership with Bananaman and the catchy song. Many viewers have shared that whenever they see Bananaman, they think of Agoda, which is precisely the effect we hoped to have,” shares Nat.
India: Taking localization to the next level
Since November 2023, we’ve launched three Agoda ad campaigns with Ayushmann Khurrana, each building on the theme of our signature tagline, “See the World for Less.” Having reached household name status, Ayushmann’s charm and versatility as an actor make him the perfect leading man for Agoda. His willingness to try new things and get involved in the production process has allowed us to take creative leaps and truly bring these campaigns to the next level.
In our July 2024 campaign, we borrowed from the idea that Indians are big fans of travel photography. Ayushmann shows off his photo wall to friends, who ask how he travels so often. The answer, of course, is Agoda, with its amazing prices across millions of properties.
Hyper-localization in action
Hyper-localization is the heart of our strategy in India, helping us connect with consumers on a deeply personal level. From using fridge magnets as a hook — something every Indian household can relate to — to featuring popular Indian travel destinations, we’ve ensured that every detail resonates with our audience.
Our adventures in AI
In March 2024, we broke new ground with our AI-driven contextual campaign, a first for any online travel agency. These aren’t generic ads — with the help of AI, they appear at just the right place and time, as viewers are planning their next adventure. Picture this: you’re watching a travel vlog or city guide on YouTube, and suddenly, Ayushmann appears in the very city you’re dreaming about. He’s there to nudge you, saying, “Why wait? Agoda has amazing deals you don’t want to miss.”
How it came together
This idea sprang up from a few key insights. We learned that Indian consumers do lots of travel research on YouTube to get the most value from their trip. The downside? Decision paralysis. They worry so much about curating the perfect trip that they lose out on great deals.
Imagine creating over 200 city-specific videos in just half a day of shooting! This project required a great deal of planning and precision, with our team working tirelessly to find the right approach and script. “For other campaigns, we usually shoot for 2 full days, and we know exactly what we’re doing. For this project, it was much trickier as we were trying something new. To choose the right set of images and videos to visually contextualize the campaign, we worked non-stop for 48 hours, with almost 7 rounds of quality control!” shares Sahil, who managed this project.
But the sleepless nights were worth it — we created a campaign unlike anything we’ve done before.
Connecting with our audience
The response has been overwhelmingly positive. Our audience, partners, and the media have all embraced the Agoda ad campaigns, and we’re seeing steady growth in brand awareness and business metrics. This is a testament to the power of innovation and understanding the market.
Bringing it home
In July 2024, we unveiled our new brand campaigns with a company-wide screening during a Town Hall hosted by our CEO Omri. Nat and Sahil, the project managers behind the Japan and India campaigns, led an insightful knowledge-sharing session, giving everyone a behind-the-scenes look at how the ads came to life.
To celebrate the launch, we brought the flavors of Japan and India to our office with a spread of local snacks and drinks for everyone to enjoy. For a fun touch, we also set up photo booths and themed Instagram filters so our colleagues could immerse themselves in the campaign and share the excitement!
Indonesia: Bringing joy to every traveler’s wallet
Our latest Indonesian campaign tackles one of the biggest travel dilemmas: stretching your holiday budget without compromising on fun. Enter the “Happy Wallet” campaign featuring our brand ambassador, beloved actress and model Anya Geraldine.
The story follows Anya as she interacts with a lively, animated wallet – a quirky reminder that with Agoda’s low rates, your dream holiday doesn’t have to break the bank.
Agoda and Anya: a perfect match
Continuing our successful collaboration with Anya Geraldine was an easy choice, given her charm and genuine passion for travel. Whether she’s starring in a feature film or a YouTube video, Anya has a knack for connecting with her audience. Her previous collaboration with us on the ‘Chicken Bank’ ad was a hit. This time, her energy and relatability shine through more brightly than ever.
Bringing the ‘Happy Wallet’ to life
“One of the biggest challenges was bringing the animated wallet to life on screen. This required a lot of CGI work. As a result, we didn’t have a physical wallet present during some shots. But we overcame this challenge smoothly, thanks to Anya’s excellent acting and the support of a great director and creative agency,” shares Alton, who helped bring this campaign together.
Building on the ‘Chicken Bank’ campaign
Our previous campaign introduced Agoda’s brand to Indonesia for the first time, so we focused on building a solid foundation by highlighting just one travel product: accommodation. This year, we knew we could do more. Recognizing the importance of flights in Indonesia’s OTA ecosystem, we added flight and activity bookings to our campaign. We’ve also found that local audiences appreciate straightforward storytelling with unexpected twists and made sure to follow this format in our new ad.
Striking a chord with viewers
The ad has landed well, receiving initial positive feedback from media, consumers, and hotel partners alike. Many viewers have said it resonates with their holiday budgeting struggles. A few even joked that their wallets felt the same! Anya’s performance also received lots of praise, marking yet another successful collaboration.
And that’s a wrap on these Agoda ad campaigns. Keep an eye out for more behind-the-scenes insights into the amazing work our teams are doing. Interested in joining us? We’re hiring!
