Silkair Ambient, Case study EXPLORER'S JOURNAL by J. Walter Thompson Singapore

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Industry Airlines
Media Ambient, Case study
Market Singapore
Agency J. Walter Thompson Singapore
Director Charmaine Deng
Regional Executive Creative Director Tay Guan Hin
Creative Group Head Chaya Kusuma
Associate Creative Director Liyu Minzie
Executive Creative Director Valerie Cheng
Creative Director Koh Hwee Peng, Jeremy Tan
Art Director Karan Dang
Copywriter Karan Dang, Kenneth Chia
Illustrator Tye Sok Kuan, Don Low, Kuan Teck Harn
Released February 2010


Spikes Asia 2011
Media Product & Service Bronze

Credits & Description

Type of entry: Product/Service
Category: Consumer Services

Chief Creative Officer: Jun Fukawa (JWT Singapore)
Executive Creative Director: Valerie Cheng (JWT/XM Singapore)
Regional Executive Creative Director: Tay Guan Hin (JWT Singapore)
Creative Director: Koh Hwee Peng (JWT Singapore)
Associate Creative Director: Liyu Minzie (JWT Singapore)
Creative Group Head: Chaya Kusuma (JWT Singapore)
Art Director: Karan Dang (JWT Singapore)
Copywriter: Kenneth Chia (JWT Singapore)
Copywriter: Karan Dang (JWT Singapore)
Planner: Lydia Daly / Gino Borromeo (JWT Singapore)
Production manager: Neo Kian Heng (JWT Singapore)
Illustrator: Tye Sok Kuan (Freelancer)
Illustrator: Kuan Teck Harn (Freelancer)
Illustrator: Don Low (Freelancer)
Regional Management Director: Peter Cheung (JWT Singapore)
Account Manager: Adela Andrei (JWT Singapore)
Senior Account Executive: Cheese Lim (JWT Singapore)
Image Retoucher: Nelson (Nelson Digital Imaging)
Director: Charmaine Deng (Mindshare Singapore)
Creative Director: Jeremy Tan (One Werks Pte Ltd)

Results and Effectiveness:
Revenue grew by more than 30%.
We achieved a serious sales increase of 15% during the campaign, as compared to the same period in 2009.
Spontaneous brand awareness rose 86% to 89% after the campaign.
Love for brand - a key metric in determining whether we have a relevant and real role in people's lives - rose swiftly from 22% to 29%.
In addition to the microsite, the campaign drove traffic to from 1,964,742 visits in 2009 to 2,408,830 visits in 2010 from June to November.
Ad diagnosis on specific executions showed that consideration rose among 50% of those exposed to an 'Explorers' press ad.
Creative Execution:
We wanted to create a 'sampling' of our destination.

We started by collecting true-life travel stories from SilkAir passengers and turned them into life-sized experiential journals. Audiences could experience the richness and beauty by sight, sound, smell and taste.

Then we made these ads come alive. Experiential life-sized journals were created in malls and outdoor spaces (with QR codes that led people online to discover more).

At the same time, we also launched, an online platform where people can share their travel stories with the world and inspire Singaporeans to visit SilkAir's wonderful destinations.

We aimed to reignite the curiousity & explorer's spirit in each of us. By combining experiential performances, bringing real personal travel stories alive, we're able to capture the interest of our target audience and lead them deeper into our product offerings. It's a form of sampling that's never been done before.
Insights, Strategy and the Idea:
SilkAir is Singapore's regional carrier that flies to the places off the beaten path.

Whilst Singapore are a well traveled lot, the nation favors destinations well trodden by tourists. Tokyo, Hong Kong, Sydney, Bali, Bangkok and European cities always come up top of the mind.

Our objective:
To spark the nation's interest in SilkAir's destination.

Our Big idea:

Uncovering a new breed of travel habit, we spotted amongst consumers a third way - An audience type located in the middle of that spectrum of value of luxury. They are called 'Flashpackers', individuals who wanted the experience-packed exploration of the budget backpacker yet married to the more luxurious standards of the high-end resort traveler.