Creative Execution

The video was posted on Facebook and Youtube on 15 December 2017. Placement: Facebook - To push for video engagement using CPM buy, optimised towards video views. Unruly - For more quality views (at least 30s) and shares. YouTube - To push for quality views with a cost efficient reach with pre-rolls Scale: Seeding the video online and on social media platforms formed the core of our media strategy. The video was amplified across 6 key markets* and lookalike audiences were targeted for maximum efficiencies. *Countries include Singapore, India, Indonesia, Australia, UK and US

In total, the video received 6,271,713 views on Facebook, YouTube and Unruly. In terms of the view rate, the video performed 1.5x better than the industry benchmark defined by media. Travellers were also able to view the content via Singapore Airlines inflight entertainment systems, which had a potential reach of 4.5 million travellers. The theme of bringing people closer resonated strongly during festive times as engagement was high at 22.94%, XX times more than the previous period. The emotional nature of the story helped to deliver strong performance, with many fans describing the video as “heartwarming” and “bringing tears to their eyes”.

Data from Unruly EQ 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. Target audience: Family and business travellers. We seeded the video online and on social media platforms and amplified it across 6 key markets; lookalike audiences were targeted for maximum efficiencies. Approach: Big personal stuff happens up there when we are on a plane, physically disconnected from the ‘real world’. Flying heightens our emotions. It is where we have time for self-reflection and when we’re either going to, or coming from, something significant. We told a story where a flight created an emotional connection with the ones on the ground. And brought people closer together.