SINGAPORE CHANGI AIRPORT x HAPPY HOUR

#creative_direction #Concept #copy #scripts #retail #campaign #social #facebook #youtube #film

The World’s No. 1 Airport has a premium brand and ubiquitous awareness. But its retail operation still has to differentiate itself from—and compete with—downtown shopping.

To promote early check-in for a relaxed state of mind which lowers inhibitions for more indulgence, we reframed the familiar notion of happy hour into motivation for earlier check-in. The holiday state of mind starts the moment travelers step into the airport, not when they arrive at their destinations.

The World’s No. 1 Airport’s first 360 retail campaign to drive spend exceeded KPIs midway, with a 2:1 ROI, and more than $1M revenue.