THE BRIEFCASE

TitleTHE BRIEFCASE
BrandSINGAPORE AIRLINES
Product / ServiceSINGAPORE AIRLINES
CategoryA03. Online: Fiction
EntrantTBWA\SINGAPORE, SINGAPORE
Idea Creation TBWA\SINGAPORE, SINGAPORE
Production SIXTOES TV Singapore, SINGAPORE
Production 2 THE PROSECUTION FILM COMPANY Singapore, SINGAPORE
Production 3 FUSE ADVENTURES IN AUDIO Singapore, SINGAPORE

Credits

Name Company Position
Gary Steele TBWA\Singapore Executive Creative Director
Hagan de Villiers TBWA\Singapore Executive Creative Director
Jennie Morris TBWA\Singapore Creative Director
Claudia Ribeiro TBWA\Singapore Senior Copywriter
Weicong Chong TBWA\Singapore Art Director
Dawn Lee TBWA\Singapore Group Head, Brand Team Management
Harish Nambiar TBWA\Singapore Group Account Director
Calgary Ying TBWA\Singapore Account Manager
Michael Chadwick TBWA\Singapore Executive Planning Director
Yanting Wong TBWA\Singapore Planner
Richard Mayo-Smith SixToes.TV Executive Producer
Warren Klass The Prosecution Film Company Director
Fuse Adventures In Audio Fuse Adventures In Audio Sound Studio

The Campaign

The Briefcase tells the touching story a father who frequently travels for work. Each time he flies, his young daughter hides a surprise in his bag. These endearing gifts keep their bond strong when the father is away. As she grows older and moves away from home, dad stops finding the little gifts, which leaves him with a bittersweet feeling – he’s proud of the woman she’s become, but he also misses his little girl. One Christmas, however, she brings back the tradition with the biggest surprise yet.

Creative Execution

The campaign was launched 15th December 2017 and lasted till 3rd January 2018. As social media conversations around ‘Christmas’ tend to gain traction right after the second week of December, we scheduled the launch of the campaign to coincide with the festive moods of our audience.

The campaign exceeded expectations as the video received more than 18 million impressions and more than 6 million views. We generated 2.5x more engagement and a 33% increase in brand mentions and as compared to the previous year. The campaign delivered strong performance, with fans describing the video as “heartwarming” and “bringing tears to their eyes”. Sources: Google Trends Crimson Hexagon – Social Listening Singapore Airlines Facebook Data Unruly EQ

The biggest human epidemic these days is not physical but mental: a lack of presence. As human beings, we constantly look for true human connection. This emotional short story managed to fill that void, tug at heart strings and make people feel something deeper during a time where emotions are heightened.

Google Trends and social media listening revealed that Christmas was the most searched and talked about holiday of the year. Data from Unruly EQ also found that Christmas ads were 51% more likely to elicit an intense emotional reaction than the average ad. During a time when consumers are more likely to think with their hearts, we focused on playing up the emotions of warmth and happiness – the most common emotions that peak during festive periods. As our target audience were highly active on social media platforms, seeding the video online (via Unruly) and on Facebook and YouTube formed the core of our media strategy. The campaign was amplified across 6 key markets and lookalike audiences were targeted for maximum efficiencies. 1 Unruly EQ, 2017 2 Unruly Pulse, 2017

Links

Social Media URL