Situation:

Flying seems to be seen as just one of the means that gets you to your destination.

During festive periods, many airlines talk about physically bringing people together. But all are neglecting the importance of the flight itself. SIA believes that the journey is as important as the destination. We needed to focus on the time spent up there, and bring out the true human, emotive, stories that happen in the sky.

Brief:

Emphasize SIA’s flying experience through emotive, narratively-rich stories, based on real truths during festive times.

Objectives:

To drive brand affinity. We aimed to use social channels to target audiences who were likely to engage and build deeper emotional connections with them.

To drive reach. We aimed to develop highly shareable content in order to amplify the paid media element.

The Briefcase tells the touching story a father who frequently travels for work. Each time he flies, his young daughter hides a surprise in his bag. These endearing gifts keep their bond strong when the father is away. As she grows older and moves away from home, dad stops finding the little gifts, which leaves him with a bittersweet feeling – he’s proud of the woman she’s become, but he also misses his little girl. One Christmas, however, she brings back the tradition with the biggest surprise yet.

The campaign was launched 15th December 2017 and lasted till 3rd January 2018. As social media conversations around ‘Christmas’ tend to gain traction right after the second week of December, we scheduled the launch of the campaign to coincide with the festive moods of our audience.