Ad Nut
May 27, 2016

SilkAir wants your flight to be filled with 'little joys'

From Singapore: ‘Joy Packs’ for SilkAir by Geometry

SilkAir wants your flight to be filled with 'little joys'

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 



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