We wanted to create a “sampling” of our destination.We started by collecting true-life travel stories from SILKAIR passenger and turned them into life-sized experiential journals. Audience could experience the richness and beauty by sight, sound, smell and taste.Then we made those ad comes alive. Experiential life size journals, were created in malls and outdoor spaces (and QR codes led people online to discover more).At the same time, we also launched SILKAIREXPLORERS.com an online platform where people can share their travel stories with the world and inspires Singaporean to visit SILKAIR’s wonderful destination.We aim to reignite the curiosity & explorer’s spirit in each of us. By combining experiential performance, bringing a live real personal travel stories, we’re able to capture the interest of our target audience and lead them deeper into our product offerings. It’s a form of sampling that’s never been done before.

Revenue grew by more than 30%• We achieved a serious sales increase of 15% during campaign, as compared to the same period in 2009• Spontaneous brand awareness rose 86 to 89% after campaign• Love for brand – a key metric in determining whether we have a relevant and real role in people’s lives – rose swiftly from 22 to 29%• In addition to the microsite, the campaign drove traffic to silkair.com from 1,964,742 visits in 2009 to 2,408,830 visits in 2010 from June to November• Ad diagnosis on specific executions showed that consideration rose among 50% of those exposed to an ‘Explorers’ press ad