Low cost Asian airline Scoot discovered that their branding had seemingly been copied by a North American airline – Spirit Airlines. Instead of suing (as it's not in line with Scoot's cheeky and playful brand personality), we decided to have some fun with our doppelganger, while gaining brand awareness.

We informed Spirit (particularly their CEO) that if they want to duplicate our work, they should at least do it well. So we launched a video calling them out.

We followed up with a direct mail kit – with content that provided guidelines for Spirit to properly create Scoot's brand personality. This included a step-by-step guide on how to easily create Scoot ads, as well as Scoot's full Corporate Identity guidelines. We also included a kit to make their very own Marketer of the Year trophy – a replica of the one Scoot won in 2014.

As the campaign gained momentum, we flew a giant blimp over their headquarters in Florida.

And, as our biggest sign of commitment, we named a new Boeing 787 Dreamliner after them. The plane "Inspiring Spirit" is in operation today.

At all junctures of this campaign, we leveraged on PR to achieve our goals of engaging with Spirit in a light-hearted manner, while achieving brand awareness. We pitched stories to various media outlets globally at every point of the campaign – from the initial launch of the web video, to the delivery of the kits, and the naming of the plane.

We launched the campaign with a web video featuring Scoot's CEO, Campbell Wilson, calling out Spirit Airlines.

We followed up the video with several direct mail kits – with content that provided guidelines for Spirit Airlines to properly copy the brand.

As Spirit's ads were very similar to Scoot's, one of the mailers was a step-by-step kit to create their very own replica Marketer of the Year trophy – the same one that Scoot won in 2014.

As the campaign gained momentum, we flew a giant blimp over their office in Florida.

And, as our biggest sign of commitment, we named a new Boeing 787 Dreamliner after them. The plane "Inspiring Spirit" is in operation today.

The campaign ran according to the original plan, and was not adapted at any stage.

As the objective was to generate as much awareness as possible, we managed to get over 100 media outlets to cover the campaign globally.

To date, the campaign has generated 40.5 million US dollars of earned media. A substantial part of this was from extensive coverage on CNN, Bloomberg, Channel News Asia and USA Today.

The number of people Googling out our brand over the campaign period increased by a significant 32%.

The first video in the campaign received 57,495 views on Scoot's Facebook site, 1,373 Likes and 319 Shares within 12 hours, with 95% of the responses being positive.

We even got Spirit employees rallying for Scoot online.