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.

The campaign launched with a video posted on Facebook, YouTube and Twitter, that featured Scoot’s CEO addressing Spirit Airlines in a tongue-in-cheek manner. In the video, we informed Spirit (particularly their CEO) that if they want to duplicate our work, they should at least do it well.

We followed up with a direct mail kit on 10 April – with content that provided guidelines for Spirit to properly create our ads. This included a step-by-step guide on how to create Scoot ads, and Scoot's 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.

We flew a blimp over their headquarters on 16 April.

And named a new Boeing 787 Dreamliner in their honor on 23 April.

The campaign lasted for 2 weeks, and ran according to the original 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.