| Title | CHANGI DI HATI |
| Brand | CHANGI AIRPORT GROUP |
| Product / Service | CHANGI AIRPORT SHOPPING EXPERIENCE |
| Category | H01. Integrated Multi-Platform Campaign (Online & Offline) |
| Entrant | BOUNCHE Jakarta, INDONESIA |
| Idea Creation | BOUNCHE Jakarta, INDONESIA |
| Name | Company | Position |
|---|---|---|
| Almer Ilpasha | Inhouse Kreasi | Account Director |
| Shelvy Juwita Wulansari | Inhouse Kreasi | Production Manager |
| Fajar Ibrahim | Inhouse Kreasi | Production Director |
| Yohanna Permata Sari | Bounche Indonesia | Creative Director |
| Ferdina Mariana | Bounche Indonesia | Art Director |
| Hansel Tanuyaputra | Bounche Indonesia | Creative Designer |
| Ady Wiguna | Bounche Indonesia | Account Director |
| Heny Natalia | Bounche Indonesia | Account Manager |
| Muhammad Hanif | Bounche Indonesia | Copywriter |
| Anindita Christie | Bounche Indonesia | Head of Strategist |
| Jiang Ke Jia | Changi Airport Group | Manager - Corporate and Marketing Communications |
| Toh Lay Ling | Changi Airport Group | Senior Manager - Corporate and Marketing Communications |
| Lau Jia Xin | Changi Airport Group | Senior Associate - Corporate and Marketing Communications |
The campaign started with a big bang launch of the brand video at Valentine's Day and supported with digital media placements across all important social channels that targeting the millennials. The brand video itself is a heartfelt video that highlighting a holistic experience of the talents at Changi Airport and introducing the new Terminal 4. The period of campaign is from 14 Feb - 17 Apr 2018 and heavily focused on the placements for the brand video and campaign website through digital platforms. To support the campaign on the Valentine's Day, we also run on-ground guerrilla activations in Jakarta and Changi Airport to create the awareness on the direct audiences.
The campaign managed to achieved: - over 2 millions of video views on the brand video - over 82,9 millions social media impressions - over 2,9 millions of engagements on social media - generated more than 6 thousands submissions As for the business result, based on the statistics from Singapore Tourism Board that we compared from 2015-2018, we saw 23% of increased visitors on March 2018 which is a month after the campaign is launched. Aside of that, the campaign also managed to generate some positive responses through the hashtag of #ChangiDiHati throughout the campaign period.
Combining the internal traffic data from Changi Airport with our digital data analysis from Indonesians behaviour in travels, we understand that there are a lot of Indonesians travels through Changi Airpot, but mostly they are just passing by at the airport and never spend some time at the airport whenever they travel. Changi Airport as one of the best airport in the world has invested a lot of time and efforts in creating a holistic experience across all terminals and we see that as both strength and opportunity to tap on a heartfelt campaign. Millennials nowadays spent their time mostly on mobile and online by engaging social platforms, so the brand video will bring up the heartfelt approach that is quite trending in the Indonesians' market and launch the campaign on Valentine's Day focused on digital channels and supporting on-ground guerrilla activations.