The Brief

Air Craze makes ultra-realistic remote controlled flights. Our task was to launch Air Craze in Singapore by creating a buzz on a recession-friendly budget.

Creative Execution

The Singapore Air Show was guaranteed to be the single largest gathering of potential clients for Air Craze. With tickets sold out weeks in advance, we were guaranteed a captured audience.

Describe the creative solution to the brief/objective.

The perfect opportunity presented itself at the Singapore Air Show. With tickets sold out weeks in advance, it was guaranteed to be the single largest gathering of potential clients for Air Craze. Seizing this opportunity, we planted actors wielding Air Craze Remote Controls in the crowd gathered at the air show. When the air displays began, these actors pretended to control the jets flying high above in the skies, performing gravity defying feats. The audience on the ground wondered who really controlled these flights? It was only when people read the message on the actor’s t-shirt that they realised it was a marketing stunt.

Results

Air Craze hijacked a multi-million dollar event for less than USD500. In the process, Air Craze sold a whopping 720 hobby kits in just three days. The Air Craze website registered a 73% increase in traffic. Many videos and photographs of the on-ground promotion surfaced on various blogs and video sharing websites drawing more interest to the brand.