Staff Reporters
Jun 11, 2018

EMA winners: Best Brand Experience – B2C

A special tour was devised for the client with engagement points and games incorporated at each step of the journey.

EMA winners: Best Brand Experience – B2C

This is part of our coverage on GOLD winners from the Event Marketing Awards 2018. See the full list of winners here

GOLD winner: FreemanXP
Event: Changi Airport Terminal 4 Open House
Brand: Changi Airport

To generate excitement and awareness about the opening of its new Terminal 4 (T4), Changi Airport wanted users to get a hands-on experience of the new terminal as well as offer a preview of the terminal’s features and services including food and beverage, entertainment, and art.

An “open house” was planned to provide 200,000 free passes across a fortnight to those who wanted to check out the new terminal. To manage large crowds, FreemanXP devised a smartphone-based self-guided tour that showcased the airport’s functions. The challenge was to cater to all categories of travelers and users – ranging from budget to premium.

Upon arrival, attendees were passed through the automated check-in, bag drop, security screening and immigration with several staged photo opportunities and hashtag displays encouraged through various competitions which incentivised social sharing.

During the tour, proximity beacons prompted games to pop up on users’ devices at each zone, allowing them to answer questions and win prizes. Engagement points and games were also incorporated at each step of the tour to reinforce key messages.

After the tour, 72% of visitors completed the post-event survey, with 97.9% of them indicating that they enjoyed the experience.

Source:
CEI

Related Articles

Just Published

1 day ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

1 day ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

1 day ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

1 day ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.