Spikes Asia

Changi Di Hati

BOUNCHE, Jakarta / CHANGI AIRPORT GROUP / 2018

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Overview

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Overview

Background

Since 2014, Indonesians have been the 2nd highest visitors to Singapore. Despite the high visitor arrivals, Indonesians' consumer and travel behaviour suggests that they select their airports more on convenience than on preference.

The objective is we need to create more preference of Changi as an airport for Indonesian people that want to travel to and from Singapore.

The challenge, how Changi Airport as a brand can win the heart of Indonesians and become their favourite airport.

Execution

The campaign started with a big bang launch of the brand video at Valentine's Day and supported with digital media placements across all important social channels that targeting the millennials. The brand video itself is a heartfelt video that highlighting a holistic experience of the talents at Changi Airport and introducing the new Terminal 4.

The period of campaign is from 14 Feb - 17 Apr 2018 and heavily focused on the placements for the brand video and campaign website through digital platforms.

To support the campaign on the Valentine's Day, we also run on-ground guerrilla activations in Jakarta and Changi Airport to create the awareness on the direct audiences.

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