Title | THE BRIEFCASE |
Brand | SINGAPORE AIRLINES |
Product / Service | SINGAPORE AIRLINES |
Category | A03. Online: Fiction |
Entrant | TBWA\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 |
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 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.
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