Agoda whispers cheap flights in massages and toilets in AI-driven brand campaign

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Digital travel platform Agoda has launched its first-ever brand campaign in Singapore, using AI-generated commercials to spotlight its flight offerings, with a distinctly local twist.

Developed in-house, the campaign builds on Agoda’s earlier AI-led activations in India and uses platforms such as Google Veo, Runway, and Kling AI to create all visual elements through generative AI. Only the ideation and voiceovers were manually produced.

The first spot, titled "Massage", opens with an AI-generated woman receiving a massage, until the masseuse abruptly leans in to inform her about Agoda’s “cheap flights”. The scene cuts to the woman browsing flight deals on her phone, before shifting to another moment at the airport where two women in massage chairs exchange the same budget travel tip, triggering more exaggerated shock.

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The second ad, "Bathroom", features two men in toilet stalls, where an elderly man casually alerts his neighbour to Agoda’s flight deals. The video then jumps to a scene in an airplane lavatory, where another character passes on the same message, again prompting a startled reaction and a frantic scroll through the app.

Running across digital channels including YouTube, Meta, and TikTok, the campaign promotes flights from Singapore starting at SG$39. The multi-platform effort positions Agoda’s flight offering as both value-driven and hyper-relevant to Singaporean consumers.

"Singapore, Agoda’s home base and a global aviation hub, couldn’t be a better place to kick off our flights-focused campaign. Agoda has long been synonymous with amazing accommodation deals, and now, with our first-ever brand campaign in Singapore, we’re turning the spotlight on our incredible airfare offers," said Matteo Frigerio, chief marketing officer at Agoda

"Powered by cutting-edge generative AI, we’re showing travellers that Agoda is the ultimate destination for innovation and unbeatable value, all starting right here in Singapore," added Frigerio.

The campaign adds to Agoda’s growing portfolio of AI-driven storytelling. In December 2024, the platform launched a generative AI short film titled "Leo’s magical travel adventures", designed to celebrate global exploration and cultural diversity. The animated film follows characters through iconic destinations such as Guangzhou, Rotorua, Ayutthaya, and Udaipur, and follows the earlier success of Agoda’s AI-generated book "Maya and the secret world of Agoda".

Agoda isn’t alone in tapping into generative AI. LG Electronics recently launched a global campaign titled "Radio optimism", which lets users create personalised, AI-generated songs and album art to share with loved ones.

Meanwhile, the Singapore Tourism Board (STB) and Chinese travel platform Mafengwo are betting on smart tourism with the launch of an AI-powered travel assistant, unveiled at the “#AnywayIt’sFun” event in Beijing. The initiative responds to evolving Chinese traveller preferences by offering more personalised and emotionally engaging journeys to Singapore.

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