Although Scoot serves multiple points in Indonesia, Scoot has lower brand recognition as a foreign carrier, compared to local low-cost carriers (LCC).

Locals desired to travel and enjoy new experiences post-covid, but were still cautious and gravitated to travel plans that were fuss free (i.e. simple visa applications, minimal health checks/ testing requirements). Travel become a chore.

In addition to building awareness, we sought to remind consumers that that travel demands a leap of faith, and of imagination, hoping, wishing, for a taste of the ineffable.

Through art, we hoped to to inspire more to take that first step to explore the world, open their eyes to discovering new things, and create opportunities to connect with others

Using social media as the main channel would grant us a larger reach and more opportunities to connect with like-minded individuals/ communities, championing the message – forming connections through art and travel.

Post-pandemic, Scoot wanted to re-introduce its unique selling points such as its wide network, and differentiated products and services. We brought these points to life in a more engaging and impactful way via a themed, long-term online-offline influencer collaboration.

We collaborated with Rachel because she is a young and talented artist with a compelling portfolio reflecting her passion for visual storytelling, she inspires and captivates her diverse audience. Her distinctive style, characterised by a delightful mix of warm colours, infuses a sense of warmth and joy into her creations. This has garnered attention in the Indonesian art scene.

Scoot collaborated with Indonesian artist and Instagram influencer Rachel Ajeng (@rachelajeng) from April to June 2023, taking her on a journey from Indonesia to Singapore to Japan. The project culminated with an original painting created by Rachel inspired by these destinations steeped in cultural stories.

As a country, Indonesia's social media scene is unlike any other. It has one of the largest social media user penetrations in the APAC region, with more than 167 million users. Finding new ideas or inspiration was the second top reason Indonesians used social media (source: Meltwater). Indonesia presented communications strategists with many opportunities to reach a young and engaged audience through social media platforms. Indonesians

As a micro-influencer, Rachel engages with her audience through her Instagram story posts containing polls and response fields, Scoot could reach out to her audience consisting mainly of young adults and the young-at -heart individuals with a passion for travel and art.

Scoot and Indonesian PR agency, PT Indo Cognito, reached out to Rachel Ajeng in February 2023.

On 11 April 2023, Scoot organised a focus group discussion about affordable travel to Tokyo in Century Park Hotel Jakarta, with 15 Indonesian representatives including media, travel influencers, Backpacker International, and Rachel Ajeng.

Between 2 to 6 May 2023, Scoot sent Rachel to Tokyo to discover cultural and artistic experiences and experience Scoot’s cabin offerings, including the Pikachu Jet, capturing the trip on Instagram.

Between May and June, Rachel shared about her trip and the upcoming painting on Instagram.

On 22 June 2023, Scoot launched Rachel’s 2 x 1 meter painting capturing her experience via a media event at MoJA Museum Jakarta, where the painting was then exhibited. Scoot arranged complimentary museum entry for visitors to view the painting. The painting was on display for four months.

Tangible Results: Resulted in 41 articles across print and online mainstream, travel and lifestyle publications, with a combined reach of 1.8 million daily pageviews.

The event achieved at least 123 social media posts by a combination of Rachel Ajeng, other paid influencers/groups and the public.

Rachel’s Instagram activity garnered a total of 358,881 views (provided by Instagram analytics). To better educate and engage her audience, Rachel highlighted the following:

• Scoot’s bright yellow brand identity in teasing the collaboration, in line with her audience’s interest in art.

• How Scoot enabled her to create her first painting of such a large scale.

Intangible Results: Captured and merged three vibrant cultures in a vivid and inspiring artwork.

Generated fresh stories for creative expression and opened up new avenues of thought about travel and the experiences we collect.