The Brief
Japan is a fairly new market for Scoot Airlines, a budget airline owned by Singapore Airlines. To engage and grow the Scoot fanbase on social, we took to X (Twitter).
While many Japanese young professionals (20-34) would like to travel, their focus is on career advancement due to concerns about their future in the current economy.
The Solution
We created a twitter poll to validate their apprehensiveness towards travel, and converted them into humorous inner monologues in the style of Japanese anime clips.
We place Scoot as the protagonist who (literally) swoops in to convince Japanese people to ‘escape the ordinary’ by purchasing the outbound Osaka inaugural flight to Taiwan.
To reinforce the message, testimonials given by passengers who had already taken the flight were also shared.
Impact
The campaign drove sales and awareness of Scoot to the Japanese. The ad generated a conversion rate (to purchase) of 1.95%.