Challenge:
It was Singapore’s 50th birthday in 2015, and every brand was jumping on the “SG50” bandwagon. But for Scoot, a travel brand built on spontaneity and adventure, we couldn’t just tell Singaporeans to “get outta here” on National Day.
Idea:
Garang For Singapore
Instead of joining the noise, Scoot took a different route by inspiring Singaporeans to unleash their inner “Garang” (bold spirit) - to look ahead instead of behind, to be fearless, patriotic, and proud.
For an entire month, we rallied the nation to be “Garang for Singapore,” amplifying the movement across social, digital, on-ground, and even on skin. We capped it off with the first-ever SG50 party 40,000 feet in the air - aboard the “Maju-lah” Boeing 787 Dreamliner.
SCOOT SG50 Garang For Singapore case study video:
MARKETING EXCELLENCE AWARDS 2015
Excellence in event marketing - GOLD
Excellence in advertising - SILVER
Excellence in brand strategy - BRONZE
Excellence in marketing communications - BRONZE
Excellence in experiential marketing - BRONZE
