SINGAPORE – International airline Scoot has always championed the travellers’ desire to Escape the Ordinary. To continuously challenge the status quo, do the unexpected, in life and in their travels. All that with a ton of fun, quirk, and sass that the brand has now come to be known for.
It is in that same spirit that Scoot has to date maintained brand marketing efforts that are fuelled by fun, culture and conversation, driven by agility and responsiveness.
Diving into Scoot’s commitment to safety, the video features Scoot CEO Campbell Wilson personally sharing all the measures that the low-cost carrier has put in place. As a zero budget shoot, the video was creatively shot on a laptop using a free teleconferencing tool’s virtual background function, and the simple production allowed the team to adapt to workplace safety measures where only a minimum number of staff were allowed on set.
CEO of Scoot, Campbell Wilson, shared: “’Safe Travels’ used to be a cheerful sign-off to loved ones going on trips. Today, the phrase has a whole new meaning. As we open up travel for essential purposes, safety is something that’s at the top of every traveller’s mind and ‘safe travels’ is no longer a farewell but something we put first at every touchpoint in our passengers’ journey. I commend my team for staying vigilant and agile in adjusting to the ever-shifting market signals as we embark on the horizon of recovery.”
In the absence of travel in the recent months, Scoot has had to review its brand efforts, and heighten that rigour more than ever. This rightfully started ground up from operations, responding to customers with efficiency, even as an unprecedented number of refund requests and customer service queries came through. Additional resources across all departments were allocated to facilitate the operations to alleviate customer concerns. To date, Scoot has fulfilled 85% of refunds from flight cancellations, and will continue working hard to address all requests.
The airline then continued its recovery journey by shifting the focus of its content from irreverent travel stories to campaigns that are simple, open, genuine, and substantive to customers. Its efforts have been channelled towards encouraging responsibility while still keeping spirits up through ongoing content that evolves as conversations and market signals shift.
Step 1: Utility X Entertainment – Knowing how much its customers are missing travel during the lockdown, #WanderAtHome is a tongue-in-cheek series developed to provide both useful and entertaining content to keep the travel spirit alive while staying safe at home.
Step 2: Showing pride for all Scoot staffers who have stepped up and walked the talk – from essential operations staffers keeping Singapore’s supply chain running by maintaining cargo charter flights, to the redeployment of crew members taking up secondary employment in public organizations – Scoot sought to applaud its front liners and reassure everyone that its teams are putting forward their best efforts for the community.
Step 3: Involving customers in shaping a new era of travel – Operation Safe Travels, Scoot’s latest series, captures the sentiment around what travellers had taken for granted before, and showing how we all have a part to play in making air travel a safe experience when we start to fly again.
On the newly-launched film, Creative Group Heads of partner agency BLKJ, Christie Way and Rachel Chew, added:” Though the video was shot in Scoot’s office during the Circuit Breaker lockdown in Singapore, it was designed to show Campbell presenting from aboard a Scoot plane by placing him into existing stock photos using Zoom’s virtual background function.”
“The team and our Scoot partners have been most adaptive in creating this piece, all while upholding the vibrant personality that Scoot has come to be known for.”
In the first week of launch, the video has drawn positive sentiments from netizens, from comments commending the brand on its creativity to welcoming CEO Campbell Wilson back to Scoot.
This video is the first in an ongoing rollout of content and engagement pieces, as Scoot continues to update on flight and safety information, share more on how and when travellers can gradually embark on their safe travels, and have our staff and travellers involved in steering the movement towards responsible travel confidently together.
