A SAFETY JOURNEY THROUGH SINGAPORE (HIGHLIGHTS)

TitleA SAFETY JOURNEY THROUGH SINGAPORE (HIGHLIGHTS)
BrandSINGAPORE AIRLINES
Product / ServiceIN-FLIGHT SAFETY VIDEO
CategoryD01. Social Video
EntrantTBWA\SINGAPORE, SINGAPORE
Idea Creation TBWA\SINGAPORE, SINGAPORE
Production SIXTOES TV Singapore, SINGAPORE
Production 2 SONG ZU SINGAPORE Singapore, SINGAPORE
Production 3 COMFORT AND FAME Cape Town, SOUTH AFRICA

Credits

Name Company Position
Gary Steele TBWA Singapore Executive Ceative Director
Hagan de Villiers TBWA Singapore Executive Creative Director
Perry Essig TBWA Singapore Creative Director
Weicong Chong TBWA Singapore Art Director
Claudia Riberio TBWA Singapore Copywriter
Kenneth Choong TBWA Singapore Copywriter
Dawn Lee TBWA Singapore Group Head, Brand Team Management
Harish Nambiar TBWA Singapore Group Account Director
Janet Chee TBWA Singapore Account Director
Alfred Thia TBWA Singapore Account Manager
Belynda Sim TBWA Singapore Planning Director
Yanting Wong TBWA Singapore Planner
Becky Loh TBWA Singapore Project Manager
Haydn Evans SixToes.tv Executive Producer
Joelle Goh SixToes.tv Production Manager
Nicole Ackermann Freelance Director
Jamie Ramsay Freelance Director of Photography
Ian Baile Freelance Production Designer
King Li Freelance Lighting Director
Xander Vanderwesthuizen Freelance Offline Editor
Mark Doney Freelance Online / Flame Artist
Nic Apostoli Comfort & Fame Colourist
Song Zu Singapore Song Zu Singapore Music

The Campaign

A safety video that delivers its message in a captivating way by showcasing Singapore to the world.

Creative Execution

Safety features were demonstrated in several locations around Singapore over 5 days. Care was taken to show well known spots as well as more unexpected locations, while showcasing a variety of ethnicities. To give the film a uniquely Singapore Airlines look and feel, everything was shot on anamorphic lenses and then graded blue and gold. Transitions between scenes were carefully planned to make the user's journey through Singapore as seamless as possible.

SIA’s Safety Video became the #1 trending video on YouTube in Singapore just within a day of launch. In just three weeks, it has generated more than 28 million impressions, was viewed more than 4.7 million times, and generated 300% increase in comments, likes and shares, far exceeding SIA norms. Apart from generating a 119% increase in positive sentiments, the rate of new followers gained by SIA also multiplied by 5x during the campaign period. The campaign was covered in international and local media including Mashable, Metro, Travel+Leisure, Business Traveller, Jetset Times, The Straits Times, Channel News Asia, Buro247, MSN, The Jakarta Post, Kiss92FM, AsiaOne, Coconuts Singapore, DesignTaxi and Mumbrella.

Over 1.5 million passengers around the world fly on Singapore Airlines every month and this presented us with the perfect opportunity to introduce the city to those who may not be familiar with what Singapore has to offer. This safety video brought two of Singapore's biggest brands together - Singapore Airlines and the Singapore Tourism Board - to not only deliver an important safety message in a captivating way, but also to showcase the charm and beauty of Singapore to the world in a way that was unique to the Singapore Airlines brand.

Links

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