Budget airline Scoot discovered that their branding had been seemingly copied by another airline - Spirit. But as Scoot is known for its sense of humour, instead of suing, we decided to have some fun with our doppelganger, while generating brand awareness.

We informed Spirit (particularly their CEO) that if they want to copy Scoot's brand personality, they should at least do it well.

The campaign was a series of direct mail pieces, including toolkits, DIY trophies, blimps, and videos to help them better replicate Scoot's brand personality.

We even named a Boeing 787 in their honour.

All physical materials and videos were also sent to the media to generate PR. The campaign received mass media coverage and traction on social media.

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 – 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.

Two days later, we flew a blimp over their headquarters on 16 April.

And finally, we named a new Boeing 787 Dreamliner in their honour. "Inspiring Spirit" is currently in service.

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.