AIRCRAZE

Short List
TitleAIRCRAZE
BrandSINGAPORE HOBBIES SUPPLIES
Product / ServiceREMOTE CONTROLLED TOY
CategoryA06. Best Use of Special Events And Stunt/Live Advertising
EntrantDDB SINGAPORE, SINGAPORE
Entrant Company:DDB SINGAPORE, SINGAPORE
Advertising Agency:DDB SINGAPORE, SINGAPORE

Credits

Credits

Name Company Position
NEIL JOHNSON DDB SINGAPORE CHIEF CREATIVE OFFICER
JOJI JACOB DDB SINGAPORE CREATIVE EXECUTIVE DIRECTOR
THOMAS YANG DDB SINGAPORE ASSOCIATE CREATIVE DIRECTOR
VINOD SAVIO DDB SINGAPORE COPYWRITER
SHAM NASSAR DDB SINGAPORE ART DIRECTOR
GAURAV SINGH RAPP COLLINS PTE LTD ACCOUNT SERVICING
ROWENA BHAGCHANDANI DDB SINGAPORE ACCOUNT SERVICING

Results and Effectiveness

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.

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.

Insights, Strategy and the Idea

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. 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.