Situation:

The budget airline industry in Singapore is a highly competitive landscape. Low cost carriers fight in a price-driven battle to fill seats, to the point where brand loyalty hardly exists.

In this challenging market, Jetstar needed to cost effectively promote itself and build brand love in Singapore. Other low cost carriers were stealing the limelight with news about improving the in-flight experience with shiny new aircraft or Wi-Fi on board, but we had no new news or investment in this area.

We urgently needed to defend our Net Promoter Score (NPS) but didn’t have the budget to compete at the same scale as our competitors.

Objectives:

1. Create an emotional connection with consumers, drive preference and build brand love

2. Increase our voice in the market by creating new news

3. Drive the NPS +10% and improve the in-flight experience on a limited budget ?

We launched to coincide with Singapore’s inaugural National Reading Day, ensuring we were part of the conversation about improving literacy from the beginning.

Working with NLB and publishers, we gathered hundreds of books to be distributed on branded library trolleys at Jetstar’s departure gates on National Reading Day, to kick-start the Book Swap. Each book was accompanied by a bookmark, allowing passengers to write down where they holidayed and track the book’s journey across Asia. Passengers could also donate their own book to the cause by asking an air steward for a branded bookmark and leaving it in the seat pocket for the next passenger to enjoy.

To bring the campaign to life, we created a film that followed the journey of one book as it swapped hands. This 30 second film, produced in-house, neatly conveyed the idea to extend the campaign way beyond the passengers on the planes.