Redefining Speed: China Southern's Beijing Daxing Transition Campaign不争论“远不远”，重新定义“快不快”
Addressing the perception that Beijing Daxing is too far, Meantime shifted focus from distance to total travel time, highlighting efficiency across the entire journey.面对“大兴机场离市区远”的固有印象，明通没有回避距离，而是把消费者真正关心的问题，从公里数转向总耗时。
Internal company project materials. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
After China Southern moved all flights to Beijing Daxing Airport, the perception of excessive distance from the city became a primary concern for travelers. Simply repeating traffic information failed to change established intuitions; the brand needed credible, clear content that explained real efficiency throughout the entire travel process.南航航班全面转场大兴机场后，“距离市区太远”成为影响选择的首要顾虑。 单纯重复交通信息，很难改变已经形成的直觉判断； 品牌需要一个既可信、又容易看懂的内容，把航旅全流程中的真实效率讲清楚。
02
The decisive insight关键洞察
Passengers do not buy the 'nearest airport'; they seek a more convenient and efficient overall journey. While physical distance cannot be changed, total time from arrival, check-in, boarding, baggage claim, and ground transport can be re-evaluated to demonstrate value.旅客购买的不是“最近的机场”，而是更省心、更高效的整段旅程。 物理距离无法改变，但从进场、值机、登机到行李提取和地面交通的总时间，可以被重新衡量。
03
The core idea核心创意
We produced an animated explainer video titled 'Flying to Beijing: How to Save Time?', using 'time' instead of 'distance' as the communication metric. We highlighted four tangible efficiency benefits: fewer detours in flight paths, convenient terminal access, reduced post-landing wait times, and seamless ground connections. This dense yet accessible animation transformed complex aviation processes into clear decision-making criteria for travelers.我们策划动画科普视频《飞北京，如何薅时间的羊毛？ 》，用“时间”替代“距离”作为沟通坐标，从四个可感知的效率利益点展开： 绕行少：解释航路与运行效率； 停靠近：让旅客理解航站楼内的便利； 行李快：把落地后的等待纳入总耗时； 交通捷：呈现地面交通的实际连接方式。 信息密集却不生硬的动画表达，把复杂的航空流程转成用户能够快速判断的选择依据：飞北京，选择大兴南航，省下的不只是路程，更是整段旅途的时间成本。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
绕行少：解释航路与运行效率；
02
停靠近：让旅客理解航站楼内的便利；
03
行李快：把落地后的等待纳入总耗时；
04
交通捷：呈现地面交通的实际连接方式。
01
Explained flight routes and operational efficiency to minimize perceived detours.
02
Helped passengers understand the convenience of facilities within the terminal.
03
Included post-landing wait times in the calculation of total travel duration.
04
Presented actual ground transport connections to demonstrate seamless connectivity.
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
02Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
这不是一条“解释机场位置”的视频，而是一套认知转换：从品牌自证，转向消费者决策；
02
从争论远近，转向计算效率；
03
从单点信息，转向完整旅程体验。
01
Shifted focus from brand self-justification to empowering consumer decision-making.
02
Moved the conversation from debating distance to calculating overall efficiency.
03
Evolved messaging from isolated data points to a complete journey experience.
What this proves它证明什么
Why this case matters案例价值
The work links a specific traveler concern to a clearer decision metric, explanatory content, and verifiable service information.这个案例展示了明通如何围绕“不争论“远不远”，重新定义“快不快””，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
We gave audiences a timely reason to watch and share the long-form film, instead of treating release as the finish line.不只把长视频发出去，而是为内容找到与当下相连、值得主动转发的理由。
Meantime organized six scattered service benefits under one Comfortable Journey promise that travelers could understand, remember, and choose.服务很多，不等于用户能记住。 明通把深航分散的产品利益，收束为“舒心出行选深航”的完整心智。
深圳航空事业增长与品牌定位品牌增长与年度传播
Shenzhen AirlinesBusiness Growth and Brand PositioningBrand Growth and Annual Communication
As international travel resumed, Meantime paired route information with an emotional invitation to rediscover distant destinations.国际航线重启时，用户缺的不是一条航线通知，而是再次出发的情绪许可。
海南航空品牌增长与年度传播内容与体验激活
Hainan AirlinesBrand Growth and Annual CommunicationsContent and Experience Activation
