Orange background with The Changi Escape Challenge logo on the left and woman with pink hair in a box on right

Changi Escape Challenge

Helping travellers in lockdown escape.

Over 16,000 entrants ‘escaped’ and entered the competition.
Delivered 4 times the KPIs on website visits.
GOLD Davey Award for best Contest and Promotion.

Graphic of illustrated woman on top of photograph of HSBC Rain Vortex at Changi Airport with text

Staying top of mind with travellers who can’t travel.

With international travel restricted and Australian borders closed, Changi Airport needed to engage fans in a virtual way, continuing to build brand love and remain top of mind.
Leveraging the popularity of escape rooms globally, we developed the Changi Escape Challenge.

Orange background image with two images of HSBC Rain Vortex at Changi Airport with Changi Escape Challenge graphic overlay

A virtual escape room with real rewards.

Promoted through web, eDM, organic social and paid social, the virtual escape room invited players to take on the role of a celebrity transiting through Singapore with a challenge to solve riddles in order to escape and catch their flight.
The campaign promoted Changi’s key attractions in an entertaining and sharable way.

Blue background with picture of Changi Airport's HSBC Rain Vortex and graphic overlay of train and woman with glasses

Recovery strategy communication.

Circul8 also developed the recovery strategy to assist Changi in their communication during the pandemic.
The Changi Escape Challenge brought light hearted fun to the audience which was in line with the pre-play pillar of the strategy we recommended.

Changi Airport's HSBC Rain Vortex with Changi Escape Challenge text and logo with graphic overlay of a train and people running


individual pages explored
new users visited
average duration to escape the skytrain
escapees entered 
the competition

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