Auckland PR shop SweeneyVesty played a key role in the SweeneyVesty network’s two Golds and Best in Discipline (PR) at the 2016 One Show in New York for last year’s campaign for Singapore Airline’s long-haul offshoot Scoot.
The project was conceived and overseen in Auckland, and led on the ground in Singapore by Tom Judd (SweeneyVestey Wellington) and Sarah Tan (SweeneyVesty Singapore), with involvement from Saatchi Singapore.
The Scoot campaign produced US$41 million of earned media, a 32% increase in Google searches, a 43% increase in Facebook video views, and coverage in over 100 regional and global media outlets including CNN, Bloomberg, USA Today, LA Times and The Daily Mail.
The campaign was based on the observation that US budget airline Spirit were running remarkably similar ads – in tone, look, colour, typography, and graphics.
Rather than call in lawyers, Scoot (with Saatchi Singapore and SweeneyVesty) mounted a tongue-in-cheek “imitation is the best form of flattery” messaging campaign across press and social media, and even flew a large yellow blimp outside Spirit’s Florida headquarters.
“Wisely, Spirit did not call out their lawyers,” says SweeneyVestey Auckland GM Greg Fahey.
The Scoot/Saatchi Singapore/SweeneyVesty campaign team have now won at Cannes, Clio, Mobius, AdStars, and Spikes Asia.
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