Wednesday, 10 September 2014

Case Study: Scoot - Stretch or Splurge

Won Best Use of Content in Singapore Media Awards 2014.

The once popular Sydney as a vacation destination was diminishing in the eyes of Singaporean travelers. Research identified 2 misconceptions Singaporeans had which hindered them from visiting or returning to Sydney:
1.    Everything in Sydney is overpriced – that one cannot enjoy Sydney without burning a big hole in his wallet
2.    “Been there, done that!” – there was nothing else Sydney could offer beyond her iconic attractions

Tactical promotions and fire-sale airfares were not gaining traction and it was a perception issue that could not be changed overnight. Consumers spent much of their time researching for travel info online so we took the chance to engage consumers in an informative yet entertaining way, addressing what mattered most to them through an online branded content execution!

Stretch or Splurge : Sydney” was created – a 4-part reality webisode series uncovering Sydney’s hidden gems and showing viewers that there was something for everyone whether they were looking to stretch every dollar or splurge to experience the finest.


It was a hit! The branded content series received over 10,000 views to date with 23% more flight searches to Sydney on Scoot’s website.

Watch an episode here! 

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