Campaign details
Brand: ScootBrand owner: Singapore AirlinesAgency: BLK JMarket: SingaporeIndustries: AirlinesMedia channels: Competitions & contests, Events & experiential, Online video, Social mediaBudget: Up to 500k
Executive summary
In this sea of value and sameness, being known as a budget airline with a fun personality was no longer enough for Scoot to win in its home market, Singapore. A monetary value play (read: cheaper fares) would drive immediacy but not build distinctiveness and preference – what the brand needed in order to stand out and outlast. The only...