Saatchi & Saatchi Singapore has won a Silver Lion at the 2015 Cannes Lions International Festival of Creativity, together with PR project partner SweeneyVesty. There were a record 40,133 entries for Cannes Lions from around the world this year.
The client is low-cost airline Scoot, a subsidiary of Singapore Airlines. The Cannes Lion category is PR – Brand Voice (including Strategic Storytelling).
The campaign involved a series of tongue-in-cheek multimedia communications to US budget airline Spirit for their branding, marketing and advertising that appeared very similar to Scoot’s.
Saatchi & Saatchi Singapore CEO Shannon Cullum said, “This proactive campaign was a bold move by Scoot and a good challenge for our team. Great creative thinking and creative work, combined with excellent campaign execution, delivered a stellar result.”
The campaign achieved over US$40 million in earned media, with the campaign being covered by more than 100 regional and international media outlets including CNN, Bloomberg, USA Today, LA Times and The Daily Mail. Scoot experienced a 33% lift in Google searches, and Facebook video views were up 43% from their previous peak.
Scoot CEO Campbell Wilson said, “It was great to work with the Saatchi & Saatchi and SweeneyVesty teams on this unique project. They have a real can-do attitude and their professional approach, creative thinking and tenacity really delivered.”
Dominic Stallard, Saatchi & Saatchi’s ECD said, “It’s great to be recognised for our work, and Cannes Lions is particularly special, but most importantly this campaign shows that award-winning ideas can have real commercial value for the client.