benchmark report
airline marketing
digital
#celebrateSG50
delft blue tiles safety video
SINGAPORE AIRLINES As Singapore’s flagship carrier, it’s only natural that Singapore Airlines has spent much of this year creating special events, promotions, product launches and marketing campaigns focused around the country’s SG50 (50th years of independence) celebrations. was executed in One such campaign collaboration with social media engagement firm Your Social . It invited European residents to share on social media why Singapore is a place they want to visit in 2015, using the hashtag #celebrateSG50. Respondents with the most inspiring posts and a number of social media influencers were then invited by the airline (in each case a surprise was organized with “golden tickets” presented by flight attendants) to fly to Singapore, stay at the Grand Park Orchard hotel, and enjoy a full itinerary of exciting cultural activities.
NOV 2015 ISSUE
KLM A camera crew travelled along with the contest winners, capturing how they felt about the experience and creating a short documentary of their many adventures. #celebrateSG50 was one of many SIA initiatives designed to attract passengers and bolster tourism to Singapore. A special SG50 livery painted on two A380s, for example, prompted plane-spotters to post plenty of photos and videos online, and there was an art contest called “Celebrating SG50 with SIA: Growing the Nation” for people of all ages. Singapore Airlines also used SG50 as a platform for the widely-publicized introduction of a new Premium Economy class, as well as a series of collectible SG50 amenity kits.
KLM has set a new standard for the inflight safety video, calling attention to the impor tance it places on the details of flight safety while highlighting its Dutch heritage, as reflected in Delft Blue craftsmanship. With a series of over 1000 tiles, handpainted by Delft Blue ar tisans—each representing a single frame in the film— and a stop-motion video animation technique, KLM brings its safety instructions to life. “We cherish the craftsmanship of this Dutch ar t because every detail is painted with care. At KLM we conduct our safety process with the very same eye for detail,” explains KLM. The airline documented the making of the safety video on YouTube and a dedicated microsite . The ‘making-of’ video has been popular, accruing nearly 280 thousand views since its debut on October 16—that’s three and a half times the number of views
of the safety video (nearly 80,000) at the time of this repor t. Delft Blue is rooted in Dutch national heritage. Delftware has a rich and long history dating back to the early 1600s when the Dutch East India Company (VOC) ships brought back large quantities of porcelain from China which became popular among affluent families and European Royals. When conflicts cut-off fur ther impor ts, a craft industry developed in Delft to meet demand. KLM has long featured Delft Blue as par t of its brand, giving every World Business Class passenger a collectible miniature Delftware Dutch house as par t of intercontinental service since the 1950s. It has recently introduced a ‘Tasty Blue’ in-flight meal service, featuring Delft Blue details or Delftware elements in food service products.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
