SIA taps Super Mario to tout upgraded inflight service

The airline has been rolling out new KrisWorld options, including audio-video on demand (AVOD) across its fleet over the past 18 months. The system now offers more than 190 entertainment options with the AVOD system for every seat. AVOD allows viewers to start, pause and rewind films and other entertainment whenever they want. The flag carrier has described it as the industry's most advanced inflight entertainment system across three classes.

To communicate the new KrisWorld features, Batey has created 25 to 60-second commercials featuring Nintendo's Super Mario, the world's most-recognised video game character.

In the commercial, Mario escapes from a little boy's screen and gleefully discovers the wide range of entertainment options on board. After jamming with a rock band, tangling with a T-Rex and dropping in on a F1 race, Super Mario meets his match in the Singapore Girl, who uses the rewind button on the new AVOD remote control, to bring him back to the little boy's screen.

The commercials are currently on air on Discovery, CNN, Animal Planet and ESPN/Star Sports and in local markets all around the world.

The campaign will be supported by print ads, postcards, bus shelter posters, direct mailers and playing cards, according to Batey account director Angelique Tan.

"KrisWorld commercials position SIA as having the biggest show in the sky. The latest commercial continues the theme," said Tan.

The previous KrisWorld commercial, designed to increase awareness of KrisWorld's growing list of entertainment options, featured King Kong and an even bigger Singapore Girl.

KrisWorld commercials are updated every one to two years as SIA continues adding new inflight entertainment features, said Tan.