Award: Gold
Award Year: 2024
Category: T&SE_Timely Opportunity & Current Events
Executive Summary
How does an airport become a Swiftie?
By leveraging moment marketing, Changi turned an army of Taylor Swift fans into its main retail growth audience. With unconventional approach demonstrating trendjacking at scale, it changed perception of an airport to a thriving retail & entertainment destination.
This social-first campaign garnered higher share of voice than the official sponsor of The Eras Tour and won the hearts of travellers, Swifties and Singaporeans. It increased footfall by 40% and achieved 98% of its sales target within 13 days. Now that’s a Swiftie result!
Agency
Ogilvy Singapore
Kunal Jeswani, Group Chief Executive Officer, Ogilvy Singapore and Malaysia
Nikhita Sejpal, Marketing Manager
Shirley Tay, Chief Client Officer, Account Management
Nelly Lim, Business Director, Account Management
Sudhir Pasumarty, Creative Director
Ishita Roy, Joint Head of Strategy, Strategy
Joanne Ho, Senior Strategist, Strategy
Dana Lim, Associate Creative Director, Creative
Chun Sim, Senior Copywriter, Creative
Joseph Lim, Copywriter, Creative
Ria Ocampo, Associate Creative Director, Creative
Pedro Pedreira, Associate Creative Director, Creative
Xinying Chua, Account Manager, Account Management
BLKJ HAVAS
Rowena Bhagchandani, CEO
Brand
Changi Airport Group
Ivan Tan, Group Senior Vice President
Kelvin Ng, Vice President, Corporate & Marketing Communications
Melvin Leong, Senior Manager, Corporate & Marketing Communications
Shueh Li Low, Senior Manager, Corporate & Marketing Communications
Tiffany Chee, Senior Associate, Corporate & Marketing Communications
Ezza Hani, Senior Associate, Corporate & Marketing Communications
Acacia Wu, Senior Associate, Corporate & Marketing Communications
Marcus Sim, Legal Counsel
Delfine Ong, Associate General Manager, Experience Creation
Koon Ling Ng, Senior Manager, Corporate & Marketing Communications