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Changi Transit Programme

Engagement & Awareness Campaign
CHALLENGE

When you transit through Changi Airport Singapore, you receive S$40 per person to spend at the Airport. We were tasked with highlighting this incentive programme to the Australian market.

SOLUTION

We created a multi-phase campaign to promote the “Changi Transit Programme” to Australians. The ‘Create A Banknote’ competition invited users to design and ‘put their face’ on a fictitious Changi Airport banknote for their chance to WIN S$10,000 to spend at Changi Airport and two return flights to a destination in Asia of their choice.

Each banknote designed became a stand alone advert for the campaign, including key details on how the Changi Transit Programme works. To incentivise organic spread, users gained additional entries by sharing the campaign with friends over Facebook, Twitter and email.

RESULT

The temptation of putting their face on a banknote and literally ‘printing their own money’ proved a fun fantasy for many Australians.

The 8 week campaign saw 56% in growth in Aussie Facebook fans, and combined phases yielded 160M impressions.