The world is obsessed with #wanderlust. But what if travel was something more? More than a lust, more than a desire, more than a want. It’s a must. An innate need, hardwired into us. Partnering Professor Richard Ebstein, a world-renowned expert in human genetics and neuroscience, Scoot launched an experiment inviting travellers to prove that travel was in their blood, literally. After just 2 weeks, the campaign gave Scoot a 9.5% brand lift*! We scored a front page feature on the Straits Times, and coverage from Singapore’s biggest news and media outlets like Channel News Asia and 938FM.
哲学
To the modern traveller, travel is not a want. It is a need that is hardwired in them. It is the social currency that they live by. The idea: It is not #Wanderlust, it is #Wandermust.
问题
Scoot has always prided itself in being an airline with a distinctive attitude, complete with innovative service offerings and giving travellers the choice to only pay for what matters to them – all in all a winning formula that had over the years won itself its fair share of fans and advocates. But in the highly competitive low-cost carrier category, a winning formula never stays secret for long. With our competitors adopting the same tactics, the same story and driving it much harder with their larger budgets and more frequent campaigns, what was left untouched, was our winning irreverent personality. But that alone was no longer enough for us to win. Beyond monetary and entertainment value, we needed to bring more to the table. To stand out from the crowd and win over hearts and minds, first we had to stand for more. We had to prove that Scoot is the only brand that truly understands the travellers of today – that we not only stand for them, we are standing with them.
结果
After just 2 weeks, the campaign gave Scoot a 9.5% brand lift*! We scored a front page feature on the Straits Times, and coverage from Singapore’s biggest news and media outlets like Channel News Asia and 938FM. *According to the Youtube Brand Lift Study