Changi Love SG
Sarcastic Solutions for Bad Excuses
Creative Strategy, Creative Direction, Messaging, Art Direction
How we helped Changi Airport sell local souvenirs through humor.
Changi Airport had a problem: Nobody was buying our local souvenirs.
But by the end of our campaign, the ROI exceeded 6x, the tactical promotion tied to our campaign sold out in 2 weeks, and the clients said it was their most successful campaign in the past 1 year - making it the benchmark for the coming year.
What our research found: Travellers give the worst excuses for not bringing home gifts
Creative approach: Let’s make them feel bad about it, and give them a solution
No space in your luggage?
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Get this really slim magnet
Snacks might leave a smell?
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Get this sealed bag of chips
Simple construct, Big results.
6x ROI
Based on Media Spend