Situation

Global travel industry was on paused since 2020. And in 2023, while the global economy was set to recover, the global economy remains uncertain with job market reduction and many nations were experiencing higher inflation rates. This has impacted many businesses/ industries and air travel is no exception.

Brief

Despite the uphill business challenges faced by the travel industry, Scoot, a Low Cost Carrier (LCC) brand, remained optimistic and aimed to challenge themselves to rethink and to reimagine/ redefine then LCC category and what LCC meant to people today to capture business growth.

Objectives

Being a newer brand in the LCC category means people are unfamiliar with the Scoot brand (Source: Brand health tracking study results, May 2021). Scoot needed to get their brand familiarity top of mind amongst their target audience in all key markets.

Scoot’s previous look & feel was black and white and outdated. It was a brand identity created a decade ago. Travel category was different back then. But now the world of travellers is so much more colourful and versatile. Inspired from the world of our travellers, we selected a new colour palette, a new and more dynamic visual style, a modular design system that allows us to create countless visual assets instead of repeating the same few.

Scoot flies to more than 60 destinations across the globe. Each destination has its own culture, food, lifestyle and expectations from travel. We designed our new look & feel keeping in mind how versatile the world of our travellers is. It was key for our brand visuals to be flexible and versatile too.

We started with 100 illustrations to create the base. Different locations, backgrounds, travellers, travel items and activities. Each illustration was created in a modular format for us to be able to mix and match parts even for the travellers. So the same character could wear different hats, carry different luggage and enjoy a different hair colour in different assets. This way our 100 base illustrations soon became more than 500 and still counting as we continue to mix and match and create new ones.

The new brand look & feel was introduced as part of the relaunch campaign where it was used across multiple channels.

The campaign in total drove 870million impressions and 8.4million clicks.

A total of 129,000 flight searches and 12,000 bookings were garnered from the campaign.

It drove a 42% uplift in flight search and a 64% uplift in booking during this campaign.

Aided awareness of Scoot per market increase significantly. When asked which of the LCC carriers have they heard of, the unaided awareness results were astounding!

• SG maintained a high 91%

• Increased by 86% in ID

• Increased by 55% in AU

• Increased by 13% in TW

• Increased by 65% in TH

• Increased by 83% in MY

• Increased by nearly 2 times in JP, CN, PH and KR

• Increased by nearly 3 times in IN and VN