Cinema Take Over

The Challenge

With the unstable economic situation, SilkAir's passenger numbers were falling, and its full-service proposition was challenged by low-cost carriers. What we needed was an innovative way to demonstrate SilkAir's service difference in a cost-efficient and targeted manner.

The idea

Over a period of four weeks, we targeted our audience by movie selection and redecorated the theatres to look like the inside of an aeroplane. Cinema ticket stubs spoofed boarding passes. Stewardesses greeted cinema-goers as they were seated. And the pre-movie announcement was recreated in the form of a pre-flight safety video.