The Scoot – Daiso campaign is a classic example of two brands building on the equity of the other to deliver a promotion that benefited both.

It turned an introductory fare sale into something that spoke volumes about the brands involved and opened up new channels of distribution to the airline industry.

The campaign revolved around partnering with the right retail channel, to provide a special promotion to the consumer, while marketing our new routes.

Daiso is the king of impulse purchase. At $2 (the price of everything that Daiso sells) everything from edible underwear to school lunchboxes become ‘must buy’ items. It’s also the face of Japan here in Singapore, with all items on the shelves being Japanese.

Selling flights to Japan for $2 via Daiso would generate interest, create some buzz and help up live up to our mission.

It was the perfect fit.

The campaign was launched in Daiso stores in Singapore on 17 January 2015, and it ran according to original plan and was not adapted at any stage.

As a result of this activation, we sold all allocated flight tickets to Japan during the promotion.

Redemption rates reached 65%, 52% higher than a standard promo activation from the brand.

More stores want to stock our tickets.

We will be the first airline with access to retail channels.

And, we have a new route to impulse purchase.