Campbell Wilson, CEO of Scoot, said Saatchi & Saatchi is chosen for its deep understanding of the Scoot values, principles, attitude and desire to challenge convention. As the agency of record, Saatchi & Saatchi will work as the lead agency along with the airlines’ other agency partners including iNEO and MEC.
Calling the partnership a “great fit”, Paul Roebuck, CEO of Saatchi & Saatchi Singapore and Malaysia, told Campaign Asia-Pacific that Scoot is clearly differentiated from other low-cost carriers in the market, but he declined to elaborate on brand strategy.
“Our challenge is to bring the brand’s unique perspective and tone of voice to communicate these points of differentiation, and help build a truly compelling proposition to consumers in the target segment,” he said. Key markets include Singapore, China, Taiwan, South Korea and Japan.
The agency has already been briefed on activity, and started to work on an upcoming product, said Roebuck.
The airline currently operates medium–to-long haul flights between Singapore and ten Asian cities, including Sydney, Gold Coast, Bangkok, Tianjin, Taipei, Tokyo, Shenyang, Qingdao, Nanjing and Seoul.