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MARKETING THE BEST AIRPORT IN THE WORLD
OVERVIEW of my Changi Airport Work
Proud to be part of the team redefining the future of travel with Changi Airport. RETHINK TRAVEL.
(Scroll down to various projects)
I'm Home at Changi
I'm Home at Changi
Objective
Changi Airport is the most awarded airport in the world and has been the winner of the most coveted Skytrax World’s Best Airport Award for 2013 and 2014 consecutively. Whilst competitors such as Dubai and Incheon airports have launched new infrastructure and hardware in 2014 and 2015 to contest for this year’s award, Changi Airport’s innovations in hardware are only ready from 2018 onwards.
So we needed to find other ways to gather as many votes as possible, both internationally and locally, in order for them to stand a chance in defending their consecutive win.
Strategy
Without new hardware news to celebrate, we had to create a campaign that would leverage the “brand currency” Changi Airport has with those whom had great experiences in the airport.
Idea
One truth that holds true for almost every traveller who has been to Changi Airport is the overwhelming sense of efficiency, comfort and almost perfect experience. This is the result when everyone who works for Changi Airport does their job with so much pride. Everyone felt ownership in the organisation and cared about every small detail like it was their home. This internal attitude in turn made every traveller feel like a guest and not just someone passing through.
It was this truth about the brand that led to the campaign “Home”. We took inspiration from conversations with the most senior management and turned their words into an original song to create an emotive online film. To rally local supporters, we enlisted the help of one of Singapore’s top bands, The Sam Willows, to deliver the tune. The film was also directed by award-winning directors Wee Li Lin and Charles Lim, who represented Singapore at the 2015 Venice Biennale.
Through their social connections, the seeding of this video reached more online celebrities such as Dee Kosh, Nathan Hartono, Cherie Ko, who created their own cover for the song which brought the campaign to a whole new level. Every cover was beautifully done with their passion for the airport and their eagerness to support.
All the videos led the viewers to the Skytrax website to cast their votes.
I’m Home A social campaign to celebrate the company’s vision and pay tribute to Singapore’s 50th birthday. Voted top 5 SG50 campaigns by Marketing Interactive.
I'm Home
In collaboration with with Benjamin Kheng, cofounder of the popular Singaporean indie band The Sam Willows, and award-winning directors Wee Li Lin and Charles Lim, we launched “I’m Home”, a song and film that celebrates the commitment to service, and attention to detail, that has defined the Changi Airport brand, and turned it into the world’s most awarded airport – as well as a national icon. The video was launched on Facebook via a post and it garnered close to 300,000 views within a week and more than a million views now.
At the end of the film, viewers are invited to submit their own experience @ My Changi Story and to be commemorated during Singapore's 50's Birthday.
Micro influencer Strategy : We seeded the songs with local micro influences. In turn, they made covers which drove viewers back to the original I'm Home".
Leveraging the SG50 celebration we collected & shared real-life stories of Singaporeans with a contest. My Changi Story
BRANDED CONTENT
BRANDED CONTENT
Changi Airport engages its global audience through social media. Content creation has been a major focus of my work. Click the links below to watch long form contents.
Changi Airport Plane Spotting
RETHINKING CHANGI AIRPORT’S ONLINE PRESENCE FOR THE MODERN TRAVELLER
Changi Airport is the world’s best airport, known for its attention to detail and innovation. But the same could not be said for their website, which was difficult to navigate and not mobile-friendly. Together with Changi Airport, we embarked on the “OneChangi” journey – an organisation-wide digital transformation across all digital touchpoints – to elevate the website to be the best-in-class travel website that will be appreciated by our consumers.
Key upgrades
1. Powerful technology backbone in partnership with Adobe
2. Intuitiveness and usability enhanced for users through new Information architecture
3. Responsive web design for all devices
4. New content strategy to drive business needs
Brand Print campaign
Page updated
Google Sites
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