Soaring Above The Rest: ANA Lands Big Wins With Ogury’s Personas

Context

All Nippon Airways (ANA), a major airline operating flights to over 50 airports, offers travelers an authentic way to uncover the nation’s hidden gems. Despite a record 37 million inbound tourists in 2024, including nearly 3 million Americans, most still choose the Shinkansen—Japan’s high-speed bullet train—for onward travel. To address these missed opportunities, ANA launched a campaign that encourages domestic travel to attractive local destinations, leveraging ANA’s Domestic Flights.

ANA called on Ogury to roll out a privacy-focused campaign to engage high-intent US, UK, German, and Singaporean travelers upon arrival, targeting them independently of their advertising identifiers.

Campaign

The campaign set out to shift international travelers from other major modes of transportation to ANA’s domestic flights. Running from January 17th to Feb 15th, 2025, it tapped into Ogury’s Personified Advertising technology — targeting personas, not people — to accurately identify the interests and behavior of the brand’s key audience instead of relying on user tracking.

To engage repeat travelers from the US, UK, Germany, and Singapore, as well as East and Southeast Asian visitors transiting through Tokyo, Ogury leveraged two personas: 

• Air Travelers
• Business Travelers

To effectively reach these personas across diverse sites and apps — not just travel contexts — Ogury qualified audiences by directly asking visitors a few questions, like:

• I love traveling and discovering new places. (Answer: Agree)
• When traveling on longer journeys, which class do you usually book? (Answer: First/Business Class or Premium Economy)
• I’m usually the one planning the next holiday. (Answer: Agree)

ANA brought its message to life through immersive video creatives tailored to each traveler’s country of departure. Using premium, non-intrusive Ogury video formats—like Header, Footer, and Thumbnail—the campaign delivered a standout experience that engaged travelers when they were actively planning side trips.

Results

ANA’s campaign resonated strongly across all four markets, delivering outstanding results in both media performance and brand impact, with particularly notable results from US travelers in Japan. A Brand Lift Study further confirmed the campaign’s impact.

+72% Consideration to Fly ANA*
Up to 72% of users exposed to Ogury personas answered that they would consider flying with ANA—depending on the country they were coming from.

-34% Consideration to Use Other Transportation Methods*
Among users exposed to Ogury’s ads, the intention to choose other major modes of transportation decreased by up to 34%, with variations depending on the country.

5x Better Attention Rate**
The campaign achieved a 5 times better attention rate compared to the industry standard for out-stream ads in the US.

*Ogury Pre/Post-Ad Survey (BLS Methodology) | **xpln.ai 2024 Benchmark

“Through Ogury’s persona-based targeting and its high-attention multi-format video campaign, we were able to effectively reach travelers considering their means of transportation after arriving in Japan.

The results clearly showed a stronger inclination toward choosing air travel with ANA over other options.

Foreign visitors recognized ANA as a convenient and beneficial choice for domestic travel. We see this outcome as a testament to how the campaign successfully positioned ANA as the preferred way to move across Japan.

This initiative set a new benchmark for both audience engagement and brand impact, demonstrating the combined power of precision targeting and compelling creative formats.”

Ohashi
Assistant Manager, All Nippon Airways Co., Ltd.