The Brief

The campaign leveraged on direct communication to our competitor, Spirit Airlines, where we called them out for duplicating Scoot's branding and advertising in a tongue-in-cheek manner. Every piece of communication was centred around direct marketing - from a direct mailer toolkit that provided a step-by-step guide to Spirit Airlines to properly copy Scoot's ads, to a giant blimp flying over their headquarters to get their attention, web videos that were uploaded onto Scoot's social media page that addressed Spirit Airlines directly, to the final piece of the campaign - a Boeing 787 plane that was named in their honour.

Creative Execution

We launched the campaign with a web video featuring Scoot's CEO Campbell Wilson, calling out Spirit Airlines. We followed up with several direct mail kits - with content that provided guidelines for Spirit Airlines to properly copy the brand. As Spirit's ads were very similar to Scoot's, one of the mailers was a step-by-step kit to create their very own replica Marketer of the Year trophy - the same one Scoot won in 2014. As the campaign gained momentum, we flew a giant blimp over their headquarters in Florida. And as our biggest sign of commitment, we named a new Boeing 787 Dreamliner after them. The plane "Inspiring Spirit" is in active service today. The campaign ran according to the original plan, and was not adapted at any stage.

Describe the creative solution to the brief/objective.

There were three target audiences for the campaign. 1) It was primarily directed at Spirit Airlines' CEO Ben Baldanza and his marketing team. 2) The online community - especially existing and potential Scoot customers across Asia. 3) All the elements in the campaign were also sent to media outlets for PR coverage, generating global publicity for the brand.

Results

Over 100 media outlets covered the campaign globally. To date, the campaign has generated 41 million US dollars of earned media. The number of people Googling out Scoot over the campaign period increased by a significant 32%. The first video in the campaign received 57,495 views on Scoot's Facebook site, 1,373 Likes and 319 Shares within 12 hours, with 95% of the responses being positive. We even got Spirit employees rallying for Scoot online.