Engaging Millennials Through "Travel Resumes
Changing Chinese travelers' perception of low-cost carriers.
Scoot, the low-cost carrier of Singapore Airlines Group, wanted to increase brand awareness, resonance and affinity with millennial travelers from medium-sized cities in China and redefine their perception of low-cost carriers as a choice way to travel.
The low-cost segment of the Chinese aviation industry is fiercely competitive. At the same time, consumers often do not have a high opinion of low-cost carriers due to a lack of understanding of the business model. Scoot needed an engaging and emotive campaign to emphasize its expression of the low-cost airline experience that would make an impact on its core audience.
Together with WE Red Bridge, Scoot highlighted its spontaneous and fun-loving attitude by giving millennials an outlet to flaunt their travel personas. Inspired by how international travel is seen as a form of self-expression among Chinese youth and how they embrace different aspects of their personalities depending on the social context — while working, spending time with family, hanging out with friends, etc. — WE Red Bridge wanted to show how Scoot helps millennials express the “traveler” side of their personalities.
To bring this “YOU/SCOOT” concept to life, WE Red Bridge developed an interactive mobile campaign on Scoot’s official WeChat account that allowed fans to create customized resumes with recent travel credentials and future destinations that they could share on their social media.
In addition, WE Red Bridge partnered with a top Chinese content creator who documented the transition between his work and travel personas while flying from Harbin to Singapore. Fans were also redirected from the brand’s Weibo account to WeChat, Scoot’s priority booking platform, drawing a connection between the “YOU/SCOOT” messaging and key sales channels.
The "YOU/SCOOT" campaign saw the creation of more than 2,000 travel resumes in the month long campaign and attracted nearly 4,500 new fans to Scoot's WeChat account. The campaign successfully increased awareness, drove sales and allowed Scoot to obtain behavioral affinities and statistics on millennial travelers.
The campaign's results included:
- 3.75 M total impressions
- 48.4K social engagement
- 4,491 net recruitment on WeChat