Although Indonesia is one of Scoot’s biggest markets, Scoot has lower brand recognition as a foreign carrier compared to other local low-cost carriers (LCC)

With many misconceptions about the service quality on LCCs and low awareness of Scoot, Scoot chose to differentiate and (re)introduce itself to Indonesian consumers, especially post-pandemic, by going beyond traditional marketing approaches and connecting with consumers on a personal level.

The Scoot Experiential Journey Pop-Up event serves as a unique opportunity for individuals to interact directly with Scoot, offering a glimpse into the airline’s network, product offerings, and overall travel experience.

The event comprised a multi-sensory experience of innovative displays, interactive installations and engaging activities, which fostered a sense of exploration and excitement among audiences.

There was a booth dedicated to sharing about KrisFlyer and enable on-the-spot KrisFlyer signups using an event-unique QR code, informing and emphasising Scoot’s SIA parentage.

To stand out from the usual approach of simply sharing about these key points using traditional or social media, Scoot sought to build awareness and highlight its unique selling points for Indonesian consumers through an in-person experiential event.

The event comprised a multi-sensory experience of innovative displays, interactive installations, and engaging activities, located within Kota Kasablanka Mall for a limited period of three days (11 to 13 August 2023).

It included the following experiential activities:

• Mock-up of airport departure area, including full Scoot network map, departure gate and video of aircraft taxiing,

• Mock-up of life-size Scoot economy and ScootPlus cabins,

• Mock-up of popular destinations among Indonesians (Singapore, Bangkok, Seoul, Tokyo),

• A KrisFlyer sign-up booth,

• A Scoot information zone, and

• Two aviation-themed flashmob dance performances per day on 12 and 13 August.

Scoot organised an experiential journey pop-up in Jakarta to:

• Reintroduce and raise awareness of Scoot to Indonesian consumers post-Covid, and

• Amplify awareness of Scoot’s wide network, differentiated products and experiences, and parentage as part of the Singapore Airlines group.

Kota Kasablanka mall was selected based on its strategic location, event space suitability, and Scoot-aligned visitor demographics – young adults, urban residents, and families.

Scoot held a media preview on 11 August for 26 local media representatives and 5 local influencers, with Scoot Director of Sales, and Director of Marketing, sharing remarks and fielding interviews. Singapore Ambassador to Indonesia, attended as GOH and gave a speech.

Fans and families of the media and influencers were then invited for a sneak peek.

On 12 and 13 August, the event was opened to the public. The event was promoted via out-of-home advertisements at Kota Kasablanka, media articles, and influencers’ postings.

Scoot worked with local Indonesian PR agency, PT Indo Cognito, to conceptualise the event in early 2023.

Scoot and the agency engaged an event organiser to construct the following in the Grand Atrium (585sqm) of Kota Kasablanka Mall between 7 to 11 August 2023:

• Mock-up of airport departure area, including full Scoot network map, departure gate and screen depicting aircraft taxiing,

• Mock-ups of Scoot economy and ScootPlus cabins,

• Mock-ups of popular destinations among Indonesians (Singapore, Bangkok, Seoul, Tokyo), and

• KrisFlyer sign-up booth

Scoot engaged a local youth dance school to plan and execute aviation-themed flashmobs on the consumer event days.

The media preview event took place on 11 August 2023 from 1.00pm to 3.30pm, inclusive of an event tour and interviews with Scoot spokespersons.

The consumer event took place on 12 and 13 August 2023 from 10.30am to 9.45pm.

Resulted in 29 articles across print and online mainstream, travel and lifestyle publications, with over 2 million daily readership/viewership, tabulated from the respective daily page views of each publication.

On social media, the event achieved at least 40 social media posts by a combination of paid influencers, Kota Kasablanka and the public.

Public turnout surpassed expectations, with 7,012 individuals.

Post-event survey feedback from consumers indicated enjoyment of the event and a positive brand impression. Many were previously unaware of Scoot left educated about Scoot's affiliation with Singapore Airlines, wide network and affordable flights. A substantial number intended to book future flights with Scoot, and an overwhelming majority expressed interest in future Scoot events.

The event generated an 89.4% week-on-week increase in visits to Scoot’s website by Indonesian visitors, indicating heightened awareness and interest in Scoot.

The Singapore Ambassador’s and Scoot spokespersons’ presence added credibility and substantial coverage