As a low-cost carrier (LCC) of Singapore Airlines, Scoot has high brand awareness in Singapore. However, marred by operational constraints and disruptions after travel resumption and misconceptions towards LCCs resulted in unfavourable perceptions. Scoot is chosen for its functionality and affordability, with little to no affinity for the brand.

Scoot conceptualised a two-pronged campaign to address the problem, 1) Back to basics to establish brand strengths while keeping to the approachable, fun DNA; 2) engage local audience, build brand love by leveraging on patriotism and nostalgia Singaporeans have for all things Singapore during National Day.

This campaign drives a larger social message that Scoot, with Singapore pride, enables and celebrates human connections. We also celebrate our little red dot, our quirks and all, by connecting with one of us overseas. Ultimately, the campaign aimed to drive stronger brand advocacy by generating positive associations with what the brand is about.

Post-pandemic, we have learnt to cherish human connections and the freedom to meet with one another. Travel is no longer a luxury but an essential. As an airline, Scoot’s role is larger than providing air transport from destination to destination, more significantly, we serve to enable meaningful human connections. We help create memories in joint travel experiences, meet up with friends and family and even to find one’s own peace and re-evaluate life’s priorities.

In collaboration with The Smart Local (TSL), the campaign centered around the special feeling invoked in Singaporeans upon discovering another one of us when abroad. The series of short video content connects Singaporeans, both local and abroad, through that sense of belonging stemming from a common culture. The heightened sense of patriotism during National Day primed the audience for this campaign, allowing Scoot to leverage on these feelings to generate positive associations for the brand.

Hearing the distinctive Singaporean accent abroad invokes a sense of comfort, belonging and an immediate connection to home.

Key messages:

Scoot is an airline that not only connects people to their next destination, its value proposition means travel is accessible so you can travel and connect with your loved ones, new cultures and create new memories.

Scoot is proud to be a home grown brand and celebrates all things Singaporean during National Day, bringing a slice of home to Singaporeans based overseas, reminding them that home is a part of them no matter where they are.

Scoot and TSL saw synergies between its target audiences – young adults and the young at heart and they who enjoy travels. This led to our co-creation of a series of short video content which were rolled out across TSL and Scoot's Instagram, Facebook and TSL's website in two phases.

Duration: 28 July – 31 August 2023

Teaser: Social media contest prompted by a ‘point-of-view’ style video featuring a Singaporean and fellow Singaporean overseas, how they met and identified each other. Held on TSL’s Instagram, Tik Tok and Facebook, the contest rallied audiences to recall and recount their own experiences recognising the Singaporean accent overseas. This was amplified through TSL’s talents’ social platforms, website and Telegram chats.

Launch: Street interview series in two-parts, filmed in Melbourne and Seoul, was launched across Instagram and Tik Tok in the weeks leading up and just after National Day to connect interviewees and viewers through a shared experience.

Episode one featured Singaporeans completing the lyrics to the iconic National Day song ‘Home’ on the streets of Seoul. Episode two tugged at heartstrings as interviewees poured their hearts out about what they miss about home over a specially brewed Singaporean-style coffee in Melbourne.

A total of 27 pieces of content (9 Tik Tok videos, Instagram reels, 3 Instagram stories, 1 Facebook reel, 1 branded article, 4 Telegram posts) delivered a total reach of 3,122,023 across all platforms, far exceeding the target of 585,000 reach. The campaign totaled more than 2.5 million views and 151,000 engagement, out-performing TSL’s internal advertorial benchmarks.

The timely rollout resulted in an outpouring of organic, positive comments and reactions on Instagram and Tik Tok. Native voxpop format and candid reactions from interviewees resonated with viewers, generating authentic ground-up, positive sentiments for Scoot. The social media contest received strong submissions, where individuals shared recollections of moments they connected with other Singaporeans through the accent.

Episode 1, Seoul: Lighthearted video connecting participants and viewers through the familiar song, “HOME”,

• TT – 142,600 reach, 13,462 engagements

• IGR – 117,533 reach, 131,000 views, 5,463 engagement

Episode 2, Melbourne: Generated heart-warming sentiments as Singaporeans in Australia shared what they miss most about home

• Part 1 TT – 457,300 reach, 57,831 engagement

• Part 1 IGR – 120,024 reach, 138,000 views, 7,133 engagement

• Part 2 TT – 229,200 reach, 21,658 engagements

• Part 2 IGR – 228,325 reach, 232,000 views, 12,054 engagements

The interests and engagement also spun into requests from netizens for Scoot to carry out a similar campaign in other cities.

In addition, these indirectly contributed towards Scoot in TOM and consideration and purchase intent, and brand advocacy and sales* from August to October 2023.