Singapore’s Changi Airport is one of the best in the world, but awareness amongst Australian travellers was low. The challenge was to shift customer thinking to choose international flights based on preferred transit airport instead of preferred airline, and promote the “Changi Cash” promotion in which travellers received S$40 to spend at Changi Airport.
THE CREATIVE SOLUTION
We created a multi-phase microsite to promote “Changi Cash” to Australians. Phase 1’s ‘Create A Banknote’ competition engaged users to ‘put their face’ on a 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 included key details on how the Changi Transit Programme works, and users gained additional entries (up to four) by sharing the campaign with friends over Facebook, Twitter and email to incentivise viral spread.
Post-competition, we rolled out Phase 2 focused purely on raising awareness around the “Changi Cash’ promotion with a suite of engaging interactive banners, display banners, a 15sec pre-roll video and bespoke eDM communication.
Over 6K people entered the competition, the temptation of putting their face on a banknote and literally ‘printing their own money proving a fun fantasy for many Australians.
The 8 week campaign saw 56% in growth in Facebook fans, and combined phases yielded 160M impressions and over 60M unique visitors to the campaign microsite.