PROJECT - SCOOT AIRLINES
For this advertising campaign, we conducted both quantitative and qualitative research to gather the key consumer insights to work towards our strategy and big idea. Personally, this is my most enjoyed module during my Advertising semester as it has taught me the process of coming up with a Big Idea following the OIIC model. We then pitched our idea to Saatchi & Saatchi Singapore and were crowned the Best Group.
We were asked to come up with a full fledged advertising campaign with traditional media and digital media elements. The objective is to bring the fun and passion back into traveling, even though if it is just a short trip, and also to launch the route to Hong Kong.
My role in this campaign: Account Director, which I compiled and put together all the work (creatives and research) into a deck which we pitched to the client. I also designed one of the Branding Print Ads and came up with the idea for the Digital Outdoor Activation - Interactive Kiosk.
We split the campaign into 3 phases based on the Consumer Journey:
Phase 1 - Awareness
Phase 2 - Engagement
Phase 3 - Conversion
Short But Sweet
Tone & Manner: Cheeky and approachable which emphasises on weekend/short trips.
Key feature that we wanted to highlight in this print ad: Extra Cabin Baggage “This weekend” emphasises the short trips and the lady in the picture is carrying a lot of bags. Hong Kong is also one of the shopping paradise in the world; thus we wanted to focus on that.
Digital Out-of-Home - Interactive Kiosk The Scoot Simulation Stimulator The idea was to include an interactive photo booth together with a 360 experience of what it is like to fly with Scoot to Hong Kong.
As you enter the interactive kiosk, the screen you will see is a touch screen and they will have select certain options.
The duration of the experience would be 3 minutes long so they would only be able to choose 2 kinds of activities they would like to experience in Hong Kong within 3 days.
As this appears on the screen in front of the player, the projection screen surrounding them would be filled with clouds. The sounds they would hear would be the sound of the airplane taking off.
As the player reaches his first stop, he would ‘appear’ at Ocean Park because he chose the option ‘Thrill’. He would have a 360 experience of how it would be like in Ocean Park, Hong Kong - for example, the roller coaster. He would feel the gush of strong wind and the screams from other amusement park go-ers.
At the end of the first stop, the players would be asked to smile for a photo, which he would be able to take home as a souvenir later when he exits the interactive kiosk.
