Ad Nut
Jun 29, 2020

From no-frills flights to low-cost marketing, the Scoot way

The airline's CEO, Campbell Wilson stars in a barebones video to address both safety and business imperatives for the embattled carrier.

Scoot's bright yellow planes were among the most recognisable in a crowded sky just months ago. However, as the aviation industry has collapsed (as has this nut's avgeek passion), with the onset of the COVID-19 pandemic, the airline too has buckled, with its Thai business most recently entering liquidation

With the industry grounded, Scoot has found itself battling the odds to stay in business, and CEO Campbell Wilson has found himself fighting multiple fires as he seeks to keep Scoot airborne. With marketing budgets slashed, the airline has had to improvise, superimposing Wilson into a plane's interior and using the most basic tools to develop a campaign that aims to give people a sense of how Scoot hopes to slowly get more planes into the air and (hopefully) keep people safe.

While the carrier's planes and campaigns have always sounded upbeat, this time around, Scoot sounds like its trying too hard to sound cheery, but its tone misses the mark. It may be this creature's emotions surfacing, due to missing the whine of jet engines or the anticipation of sinking teeth into Scoot's decent Satay onboard, but this production ended up sounding a little hackneyed and tired. 

While Ad Nut appreciates the overbearing tension of running an airline during these fraught times, and the difficulties of making ads while isolation measures are in effect, maybe Scoot needs some fresh thought to encourage its loyal flyers to return to its cabins soon. 

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

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