| Title | EXPLORER'S JOURNAL |
| Brand | SILKAIR SINGAPORE |
| Product / Service | AIRLINES |
| Category | A01. Event & Field Marketing |
| Entrant | JWT SINGAPORE, SINGAPORE |
| Entrant Company: | JWT SINGAPORE, SINGAPORE |
| Sales Promotion/Advertising Agency: | JWT SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Tay Guan Hin | JWT Singapore | Regional Executive Creative Director |
| Valerie Cheng | JWT/XM Singapore | Executive Creative Director |
| Jun Fukawa | JWT Singapore | Chief Creative Director |
| Koh Hwee Peng | JWT Singapore | Creative Director |
| Minzie Liyu | JWT Singapore | Associate Creative Director |
| Chaya Kusuma | JWT Singapore | Creative Group Head |
| Karan Dang | JWT Singapore | Art Director |
| Kenneth Chia | JWT Singapore | Copywriter |
| Karan Dang | JWT Singapore | Copywriter |
| Lydia Daly / Gino Borromeo | JWT Singapore | Planner |
| Neo Kian Heng | JWT Singapore | Production Manager |
| Tye Sok Kuan | Freelancer | Illustrator |
| Kuan Teck Harn | Freelancer | Illustrator |
| Don Low | Freelancer | Illustrator |
| Peter Cheung | JWT Singapore | Regional Management Director |
| Adela Andrei | JWT Singapore | Account Manager |
| Cheese Lim | JWT Singapore | Senior Account Executive |
| Nelson | Nelson Digital Imaging | |
| Mo Chong | JWT Singapore | Art Director |
| Jeremy Tan | One Werks Pte Ltd | Creative Director |
SilkAir is Singapore's regional carrier that flies to the places off the beaten path. Whilst Singaporeans are a well traveled lot, the nation favors destinations well trodden by tourists. Tokyo, Hong Kong, Sydney, Bali, Bangkok and European cities always come up top of mind. Our objective: To introduce and spark the nation's interest in SilkAir's destinations. Grow sales by at least 10%
We wanted to create a 'sampling' of our destinations. We started by collecting true-life travel stories from SilkAir passengers and turned them into life-sized experiential journals. Audiences could experience the richness and beauty by sight, sound, smell and taste. Then we made those ads come alive. Experiential life-sized journals were created in malls and outdoor spaces (and QR codes led people online to discover more). At the same time, we also launched an online platform where people could share their travel stories with the world and inspire Singaporeans to visit SilkAir's wonderful destinations.
Revenue grew by more than 30%. We achieved a serious sales increase of 15% during the campaign, as compared to the same period in 2009. Spontaneous brand awareness rose 86% to 89% after the campaign. Love for brand - a key metric in determining whether we have a relevant and real role in people's lives - rose swiftly from 22 to 29%. In addition to the microsite, the campaign drove silkair.com from 1,964,742 visits in 2009 to 2,408,830 visits in 2010 from June to November. Ad diagnosis on specific executions showed that consideration rose among 50% of those exposed to an 'Explorers' press ad.
People have always been captivated by stories of exotic lands and foreign places. Interesting personal travel stories have always worked for explorers since the beginning. Instead of postcard shots and typical tourist brochures, we tapped into something that's familiar yet refreshing. The Explorer's Journal. We aim to reignite the curiosity & explorer's spirit in each of us. By combining experiential performance, bringing real personal travel stories alive, we're able to capture the interest of our target audiences and lead them deeper into our product offerings. It's a form of sampling that's never been done before.