At the recent Busan International Advertising Festival (AD STARS), Saatchi & Saatchi Singapore was awarded Gold and two Silver for its ‘Inspiring Spirit’ campaign for low-cost airline Scoot, a subsidiary of Singapore Airlines. This adds to the Silver Lion the campaign won at this year’s Cannes Lions International Festival of Creativity.
Saatchi & Saatchi Singapore ECD, Dominic Stallard said, “It’s great to see this campaign pick up awards at AD STARS, especially considering the high standard of entries this year. The project was a peach to work on, and we’re very proud of the result. Saatchi’s keeps gaining momentum. It’s exciting.”
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. Implemented with Saatchi & Saatchi’s PR partner, SweeneyVesty, 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.
Categories awarded were:
- Gold: PR – Practices & Specialism – Brand Voice including Strategic Storytelling
- Silver: PR – Product & Service – Finance/Services/Entertainment & Leisure/Travel
- Silver: PR – Integrated Campaign led by PR