It’s not wanderlust.
It’s Wandermust.
Millennials and millennials-at-heart get a hard time for travelling ‘too much’. They often have to apologise for what is misunderstood as a millennial luxury. Some have even lost careers, friends and even spouses because of it. Scoot stepped up to defend their need to travel and demonstrate once and for all that it’s not their fault.
This was the pitch-winning idea that won us the Scoot account and set the tone for the brand moving forward.
This was the pitch-winning idea that won us the Scoot account and set the tone for the brand moving forward.
The world is obsessed with #wanderlust but what if we told
them travel is something more? More than a desire, more than a want, more than
a lust. It’s a must. An innate need hardwired into some of us. Partnering
Professor Richard Ebstein, a world-renowned expert in human genetics and
neuroscience from the National University of Singapore, Scoot invited
travellers to prove that travel was in their blood. Literally.
Manifesto Film
Teaser Film
Experiment Film
Travellers from over 30
countries applied for our experiment. It was featured on the front page of
Singapore’s national newspaper The Straits Times, and covered by a host of
global media outlets. Professor Ebstein himself was invited to a prime time
interview on Singapore TV. Our category-changing brand proposition and
activation led to a 9.5% brand lift for Scoot in just 2 weeks.
Creative Circle Awards 2018
Best of Brand Experience and Activation
Brand Experience and Activation & Direct (2 Golds & 3 Silvers)
IAS Hall of Fame 2018
Best Use of Consumer Insights (Gold)
Best Use of Content (Silver)
Best of Brand Experience and Activation
Brand Experience and Activation & Direct (2 Golds & 3 Silvers)
IAS Hall of Fame 2018
Best Use of Consumer Insights (Gold)
Best Use of Content (Silver)