To highlight its complementary wireless in-flight entertainment system, SilkAir Studio, which is now available on all its aircraft, airline brand SilkAir has launched a month-long activation campaign in Singapore.
Non-SilkAir travellers flying to Singapore were met at an overseas airport by SilkAir stewardesses and invited to participate in a poll to find out what their favourite ‘little joy’ in air travel was—be it in-flight meals, complimentary luggage allowance, on-board entertainment or seat selection.
On completing the poll, they were offered a voucher to fly with SilkAir to enjoy these ‘little joys’ on their next trip and were also offered a special surprise, the Joy Pack.
Disguised as a box of chocolates, the pack, once opened, was revealed to be an innovative, portable in-flight entertainment screen that held engaging content like travel programmes, kids shows and TV comedies.
“This consumer engagement was a creative way of showcasing how when you fly on SilkAir, you have access to a library of engaging entertainment content via your smart device, making your journey that much more enjoyable,” said Ryan Pua, VP commercial at SilkAir.
The on-ground campaign will last the month of May, with additional marketing support from Facebook and YouTube channels.
Ad Nut thinks this is a pretty interesting activation campaign, made so mainly due to the Joy Packs at play. The entertainment screen is essentially a flash drive with a built-in screen and player, with custom brand packaging—nifty!
Ad Nut also enjoyed how the counter campaign reached out to passengers at the airport already booked with other airlines. Essentially telling them, “you’re missing out but here you go, a little incentive for your next flight”. Very silky move there.
Lead agency: Geometry
Managing director: Chris Martell
Creative directors: Jorge Thauby, Chris Gurney
Creative group head (copy): Sharon Chan
Head of art: Thuang Tee Tan
Senior copywriter: Julian Gutierrez
Copywriter: Lina Lim
Art directors: Sayalee Kaluskar, WeiKit Fong
Designers: Sandra Goh, Rica Dijon, Samantha Zhuo
Account manager: Melissa Char
Production company: Qrious Lab
Media agency: Zenith Optimedia
Social media/Digital agency: Tribal DDB
PR agency: Ogilvy Public Relations