There were three main target audiences:

It was primarily directed at Spirit Airlines' CEO Ben Baldanza, and his marketing team.

The online community - especially existing and potential Scoot customers across Asia.

The mailer also sent to media outlets for PR coverage, generating global publicity for the brand.

We sent a DIY trophy kit via flat mail to Spirit Airlines' CEO Ben Baldanza, and his marketing team, as part of a larger campaign. It was in the form of a flat mailer.

The mailer leveraged on direct communication to our competitor, Spirit Airlines, where we called them out for duplicating Scoot's branding and advertising in a tongue-in-cheek manner.

The mailer was also sent out to journalists to help PR the campaign.

We sent out this flat mailer to Ben Baldanza, CEO of Spirit Airlines, and his marketing team, as the 6th stage of a large campaign "Inspiring Spirit".

The trophy mailer was also PR'd during TV interviews and news media.

The campaign ran according to plan.

Over 100 media outlets covered the campaign globally.

To date, the campaign has generated 40.5 million US dollars of earned media.

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.

When Scoot - a budget Asian airline - noticed that an American competitor had adopted a very similar marketing approach to theirs, we decided to have some fun with their doppelganger.

Scoot's ad campaigns have helped win them the Marketer of the Year award. And since Spirit has adopted their ads, we figured they should also get the award. Sort of.

So, we sent Spirit a step-by-step kit for them to create their very own replica trophy. But, being a budget airline, we weren’t about to fork out for the real thing – so we sent them a paper cutout replica, for them to make.