"SCOOT PERTH CAMPAIGN"
Insight:
The epic adventures you take together are the ones you'll talk about forever. This is your chance to raise the bar and treat your special someone to an over the top romantic holiday they'll never forget.
Idea:
Spoil Market Lah.
Because Perth is all about extraordinary acts of love. With its beautiful colonial architecture, classical history, world-class dining and cosy hotels, Perth is a place that will push all the romantic boundaries and take your love to the limit.
Campaign Overview:
To kick off the campaign, we started off with a social post on Facebook calling people to tag the most unromantic person they know, and tell us how unromantic he or she is and the winner will walk away with a special mystery prize.
A second social post of Facebook is published to announce the winner of the most unromantic person in Singapore. Also we created something special for Scoot fans to spoil market on Valentine's Day. The fans would need to send in their love dedication in 140 characters at the comment section.
We then picked 35 lucky love messages from the fans and published them on TODAY newspaper ad, which is a nation-wide love dedication for Scoot fans to "spoil market lah"!
As for the winners for the "Most Unromantic Person in Singapore", we then planned an in-flight wedding for the couple to get married 40,000 feet in the air. Also they are entitled for wedding photography and a honeymoon in Perth.
Singapore's First Ever In-Flight Wedding video:
Result:
We got a lot of PR and huge buzz on the "Singapore's First Ever In-Flight Wedding" video.
MARKETING EXCELLENCE AWARDS 2016
Excellence in Consumer Insights / Market Research - SILVER
Excellence in Consumer Engagement - SILVER