Air China in Sweden wanted to raise awareness about the fact that they flew to countries all over Asia and not just to China. The campaign was created by Swedish ad agency Rodolfo, who decided to take advantage of local Asian restaurants in Stockholm.

Customers were encouraged to check-in at these restaurants who served food from the countries that they flew to. Consumers who checked-in were then added to a leaderboard on Air China’s Facebook page. The leaders then stood the chance to win free plane tickets to Asia. The campaign was promoted in restaurants with printed instructions on menus. The restaurants were happy to help out as it drove customers into their premises.

This was a smart campaign as it helped raise awareness of the new routes in a fun way without pressuring people with a hard sell.