| Title | PAPER PLANE: NO DETAIL TOO SMALL |
| Brand | SINGAPORE AIRLINES |
| Product / Service | SINGAPORE AIRLINES |
| Category | B03. Self-Promotion |
| Entrant | DM2 Singapore, SINGAPORE |
| Media | DM2 Singapore, SINGAPORE |
| Idea Creation | DM2 Singapore, SINGAPORE |
| Production | DM2 Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Matthew Crescenzo | Dentsu DM2 | Associate Creative Director |
| Mustapha Zainal | Dentsu DM2 | Art Director |
| Dominic Ho | Dentsu DM2 | Art Director |
| Zee Yeo | Dentsu DM2 | Art Director |
| Jessica Beaton | Dentsu DM2 | Account Director |
| Ng Xin Rong | Dentsu DM2 | Account Manager |
| Noreen Tjindra | Dentsu DM2 | Account Manager |
| Luca Iaconi-Stewart | Luca Iaconi-Stewart | Set Designer |
| Mike Middleton | Dentsu DM2 | Creative Director |
| James Hawkins | Dentsu DM2 | Chief Executive Officer |
The creative idea was to demonstrate Singapore Airlines meticulous craftsmanship and attention to detail by making the worlds most detailed paper aircraft model and airline seat classes. Miniature paper-craft wizard, Luca Iaconi-Stewart helped bring the idea to life. The result turned out to be an amazingly detailed model of the Singapore Airlines Airbus A380, fitted with functional miniatures of the airline's award-winning cabin seats and suites. The whole process documented over 3,000 hand-cut pieces and 1,000 hours of painstaking, meticulous craftwork.
We implemented a multi-platform campaign anchored by a 2-minute “hero” video, which showcased the design and crafting of the Singapore Airlines Airbus A380 as well as all five luxury seat classes. To demonstrate the idea of meticulous craftsmanship, the seat designs were created at 1:20 scale and constructed to have fully functional moving parts. The 5 seat class designs took over 6 months to build out of 100 manila folders with over 3000 hand-cut parts that were glued and assembled by hand. We documented over 1000 hours of work for the final social video and supporting content. The final designs were revealed across 5 social media channels, accessible to Singapore Airlines' global network.
• Over 34 million views on Facebook (from the brand page and partner video re-upload page) • Over 1.6 million views on YouTube • Over 33,000 reactions on Instagram • 400% increased performance on cost per share (from $2.64/share to $0.66/share) • Over $1 million worth of earned media
According to our data research, people associate Singapore Airlines as a market-leading airline with impeccable service (as confirmed by their annual brand health check). That said, their market differentiation has been slipping with younger flyers as compared to Gulf carriers, so we needed to find a new way to connect with them. Using demographic social information on Facebook, we saw that our target audience was engaged in highly active conversations around the A380 aircraft, and tiny things. Our approach was to combine these passion points into a strong brand social video centered around the idea; at Singapore Airlines, no detail is too small.