Situation

Global travel industry was on paused since 2020. And in 2023, while the global economy was set to recover, the global economy remains uncertain with job market reduction and many nations were experiencing higher inflation rates. This has impacted many businesses/ industries and air travel is no exception.

Brief

Despite the uphill business challenges faced by the travel industry, Scoot, a Low Cost Carrier (LCC) brand, remained optimistic and aimed to challenge themselves to rethink and to reimagine/ redefine then LCC category and what LCC meant to people today to capture business growth.

Objectives

Being a newer brand in the LCC category means people are unfamiliar with the Scoot brand (Source: Brand health tracking study results, May 2021). Scoot needed to get their brand familiarity top of mind amongst their target audience in all key markets.

Scoot's brand ambition is to provide better travel experiences, which aligns with the aspirations of today's travellers. People want to explore more of the world, but they also seek value for their money. But we believe low-cost travel shouldn’t feel low-class. That’s why we introduced our new brand platform: Because Travel Deserves Better. This new brand idea is challenging the low-cost airlines category to up their game and encouraging travellers to demand more from their airlines.

To demonstrate how low-cost travel should make you feel, we decided to talk about all the things the category was afraid to talk about. More comfort, extra legroom, quieter engines, wider network, safety, extra luggage space and more with a true challenger brand attitude. The new creative platform influenced our new look & feel and turned the brand into a bold, more lifestyle, dynamic and versatile brand, one that understands and represents its travellers.

Scoot flies to more than 60 destinations across the globe. Each destination has its own culture, food, lifestyle and expectations from travel. We designed our new look & feel keeping in mind how versatile the world of our travellers is. It was key for our brand visuals to be flexible and versatile too.

We started with 100 illustrations to create the base. Different locations, backgrounds, travellers, travel items and activities. Each illustration was created in a modular format for us to be able to mix and match parts even for the travellers. So the same character could wear different hats, carry different luggage and enjoy a different hair colour in different assets. This way our 100 base illustrations soon became more than 500 and still counting as we continue to mix and match and create new ones.

The new brand look & feel was introduced as part of the relaunch campaign where it was used across multiple channels.

The campaign in total drove 870million impressions and 8.4million clicks.

A total of 129,000 flight searches and 12,000 bookings were garnered from the campaign.

It drove a 42% uplift in flight search and a 64% uplift in booking during this campaign.

Aided awareness of Scoot per market increase significantly. When asked which of the LCC carriers have they heard of, the unaided awareness results were astounding!

• SG maintained a high 91%

• Increased by 86% in ID

• Increased by 55% in AU

• Increased by 13% in TW

• Increased by 65% in TH

• Increased by 83% in MY

• Increased by nearly 2 times in JP, CN, PH and KR

• Increased by nearly 3 times in IN and VN