Cannes Lions
JWT SINGAPORE , Singapore / CHANGI AIRPORT GROUP (SINGAPORE) / 2015
Overview
Entries
Credits
Description
Changi Airport needs to drive more travellers to consider transiting through Singapore instead of newer airports like Dubai, Hong Kong, Korea etc. With no new features to help people make the most of their transit time, we need to stretch the transit offer beyond the airport. But exploring a foreign place within a limited time comes with its fears. Time, directions, quality of attractions etc. are crucial factors to consider.
In partnership with Singapore Toursim Board, Changi Airport sets out to remove these fears and reframe what it means to stopover in Singapore - By turning transits into surprising detours with The Detourist mobile app. Filled with experts advise and powered by Google's APIs, the app recommends interesting detours taking into consideration the time you have in Singapore so you can get back to the airport to catch your connecting flight. Detours can be saved and shared to facilitate pre-planning.
Execution
The Detourist allows you to input the amount of transit time you have and the thing you would like to do outside of the airport. Based on the info provided, the app intelligently maps out the shortest route from airport to your preferred landmark. But more importantly, with trusted tips from travel experts, the app recommends more places to see and things to do in Singapore along the way, considering estimated travel time and directions provided by Google maps APIs.
You can also save and share the various detours with your fellow travel mates to pre-plan your trip.
Outcome
In just the first week, the app garnered more than 10,000 downloads. On average, each user who interacted with the app discovered at least 10 more new things about Singapore.
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