SINGAPORE – Following the merger announcement of Singapore air carriers TigerAir and Scoot, a new multi-platform campaign takes to the skies.
Developed by Publicis Singapore, “Permitted On Board” is a campaign that launches Scoot into 35 new destinations while challenging the conventional budget-airline notion: low-cost means low expectations.
Consumers have low expectations of low-cost carriers (LCC), according to Jacqueline Loh, Head of Marketing, Product and Ancillary Revenue at Scoot. “When they choose to fly budget, they are prepared to trade off certain inflight ‘luxuries’ such as legroom, overhead cabin space, inflight entertainment found on full-service airlines. We don’t believe flying budget should be a bland experience!”
With the airline industry increasingly clamping down on what passengers can and cannot bring or do on flights, Publicis Singapore fused fun and a pun on “Permitted On Board” to draw attention to what sets Scoot apart from other budget carriers. For starters, it has a fleet of wide-body Boeing 787 Dreamliners (dubbed the most advanced long-haul aircraft of its type), which brings a range of creature comforts and benefits that are a real surprise to people.
Scoot has been a game changer since it took to the skies in 2012. The airline’s signature bold, quirky, light-hearted brand personality (Scoot calls it “Scootitude”) has won – and continues to win over travellers since its maiden flight five years ago.
“This is a huge opportunity for Scoot to define its role and position in this fast-changing category,” said Lou Dela Pena, CEO, Publicis Communications Singapore. “As a brand with an innate openness to bold ideas and a zeal to lead the change, Scoot is a great and inspiring partner, and we could not be prouder to work with this brand.”
“Permitted On Board” rolled out globally on 26 July. The campaign will run on paid digital channels across all of Scoot’s markets; on print media across Singapore, Australia, Taiwan, Malaysia, Indonesia and India; on radio in Singapore, Australia and India; and on outdoor channels in Taiwan. Additionally, there will be inflight and on-ground activations on select flights and markets.
This is the biggest campaign that Scoot has ever done across its network, and one that will run across both external and internal audiences.
