INSPIRING SPIRIT

Short List
TitleINSPIRING SPIRIT
BrandSCOOT
Product / ServiceAIRLINE
EntrantSAATCHI & SAATCHI Singapore, SINGAPORE
Entrant Company SAATCHI & SAATCHI Singapore, SINGAPORE
Advertising Agency SAATCHI & SAATCHI Singapore, SINGAPORE
PR Agency SWEENEYVESTY Singapore, SINGAPORE
Production Company CALIBRE PICTURES Singapore, SINGAPORE
Production Company 2 MOVIOLA Singapore, SINGAPORE
Production Company 3 EMOXIS Singapore, SINGAPORE

Credits

Name Company Position
Dominic Stallard Saatchi & Saatchi Executive Creative Director
Chris Soh Saatchi & Saatchi Art Director
Stephanie Gwee Saatchi & Saatchi Art Director
Chris Soh Saatchi & Saatchi Copywriter
Stephanie Gwee Saatchi & Saatchi Copywriter
Dominic Stallard Saatchi & Saatchi Art Director
Steve Walls Saatchi & Saatchi Head of Planning
Esther Yue Saatchi & Saatchi Chief Operations Officer
Celevel Butler Saatchi & Saatchi Managing Director
Andrea Cid Saatchi & Saatchi Copywriter
Jennie Morris Saatchi & Saatchi Copywriter
Ben Wight Saatchi & Saatchi Copywriter
Stella Pok Saatchi & Saatchi Account Director
Terry Ong Saatchi & Saatchi Project Manager
Tom Judd SweeneyVesty Account Director
Sarah Tan SweeneyVesty Senior Consultant
Kelvin Koo Publicis Singapore Head of Digital
Jess Seow Publicis Singapore Account Director
Goh Siying Publicis Singapore Account Manager
Vanessa Tan Publicis Singapore Lead Community Manager

The Campaign

Scoot discovered that their brand had been seemingly copied by Spirit Airlines. Instead of suing, we encouraged Spirit to copy the brand better, by sending them our brand guidelines and series of helpful tips. We even named one of our planes after them. The campaign generated global awareness and PR.

Success of the Campaign

As the objective was to generate as much awareness as possible, we managed to get over 100 media outlets to cover the campaign globally. To date, the campaign has generated 41 million US dollars of earned media. A substantial part of this was from extensive coverage on CNN, Bloomberg, Channel News Asia and USA Today. The number of people Googling out our brand 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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign launched with a video posted on facebook, YouTube and Twitter, that featured Scoot’s CEO addressing Spirit Airlines in a tongue-in-cheek manner. In the video, we informed Spirit (particularly their CEO) that if they want to duplicate our work, they should at least do it well. We followed up with a direct mail kit – with content that provided guidelines for Spirit to properly create our ads. This included a step-by-step guide on how to create Scoot ads, and Scoot's Corporate Identity guidelines. We also included a kit to make their very own Marketer of the Year trophy – a replica of the one Scoot won in 2014. We flew a blimp over their headquarters in Florida. And we named a new Boeing 787 Dreamliner in their honour. The campaign lasted for 2 weeks, and ran according to the original plan.

The objective was to generate widespread conversation about Scoot, especially with our existing and prospective passengers. We knew that if the content was interesting enough, the online community and media would share it for us, so we focussed on generating more hype at each stage - leading up to the naming of the plane. There were three main target audiences for the campaign: - Primarily it was to 'fire a warning shot' at Spirit Airlines' CEO Ben Baldanza, and his marketing team. - We wanted to engage the online community - especially existing and potential Scoot customers across Asia. - All the elements in the campaign were sent to media outlets for PR coverage, generating global publicity for the brand.