Shall We Just Go?
Creative Campaign
Marketing-Interactive Hashtag Asia Awards 2024
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Gold: Best Use of Social Media for a Campaign
Changi Airport Group’s "Shall We Just Go?" is an exciting social and digital campaign that celebrates the joy of spontaneity by encouraging Singaporeans to embark on short weekend getaways to nearby destinations without overplanning.
Work done in collaboration with a copywriter.
With the strong desire to travel post-pandemic, Singaporeans tend to lose the fun of being spontaneous due to meticulous planning. Changi Airport aims to promote new and lesser-known destinations, and this campaign invites people to explore these destinations in an affordable and spontaneous way. By reminding people that the essence of travel lies in being spontaneous, we encourage them to sign up for trips without knowing their destination.
Every week, two lucky winners stand a chance to win a pair of air tickets for just $1 to a mystery destination, which will only be revealed at the end of the draw. This approach encourages people to "live a little" and not overthink their travel plans. The campaign features six mystery destinations, and by promoting spontaneity, we also showcase the beauty of these lesser-known destinations through social and digital platforms.
Assets created: Shall We Just Go lock-up design,
Teaser Videos, Mystery Destination Draw Videos,
DCO Ads, Banners, Websites, eDMs.
The campaign also had earned and paid media influence to reach more people to participate.
