|Product / Service||AIRLINE|
|Category||C04. Travel, Leisure & Retail (including e-commerce & restaurants)|
|Entrant||SAATCHI & 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|
|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|
Scoot discovered that another budget airline had adopted very similar branding and advertising as theirs – from the font, the colours, to the tone and voice of the ads, and even the illustrations used in Scoot ads. The similarities were very apparent. But instead of suing Spirit Airlines - as this was not in line with our fun, irreverent brand personality - we decided to launch a campaign to have some fun with Spirit, while leveraging on social media and PR to push promotional fares on Scoot's new fleet of Boeing 787 Dreamliners.
The objective was to generate widespread conversation about the fact Scoot's brand had been copied by another airline (especially with our existing and prospective passengers), while promoting fares aboard the new Boeing 787's. 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.
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.
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 on 10 April – 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 on 16 April. And named a new Boeing 787 Dreamliner in their honour on 23 April. The campaign lasted for 2 weeks, and ran according to the original plan.