21 September 2020 06:18

APAC

Is Scoot the World¹s Second Most Awarded PR Campaign?

Nothing could beat MSL’s campaign for P&G’s Always #LikeAGirl, with an Emmy and Grand Prix at Cannes and Clio.

But an upstart 2015 campaign from another Publicis Groupe agency, Saatchi & Saatchi Singapore in partnership with global PR company SweeneyVesty, may be the year’s second-most awarded, winning at seven international advertising and communications awards shows.

Last night’s ONE Show in New York awarded two Golds and ‘Best in Discipline’ to the Scoot campaign, which resulted in $41M of earned media, a 32% increase in Google searches, a 43% increase in Facebook video views, and coverage in over 100 regional and global media outlets including CNN, Bloomberg, USA Today, LA Times and The Daily Mail..

Scoot, Saatchi Singapore and SweeneyVesty have together won Cannes, Clio, Mobius, AdStars and Spikes Asia and now ONE Show awards, in addition to winning USA’s PR Daily Global Media Relations Campaign of the Year <$50k.

Asian value long haul airline Scoot, owned by Singapore Airlines, had observed that US budget airline Spirit had an advertising campaign remarkably similar to theirs, in tone, look, color, typography, and graphics. Rather than call in lawyers, Scoot invoked their ‘Scootitude’ and, with Saatchi Singapore and SweeneyVesty, mounted a tongue-in-cheek “imitation is the best form of flattery” messaging campaign across press and social media, and even flew a large yellow blimp outside Spirit’s Florida headquarters. Wisely, Spirit did not call out their lawyers.

Campbell Wilson, CEO of Scoot, says “’Scootitude’ is the experience when you have when you fly with us across Asia Pacific. It’s fun, fast, and a little bit frivolous. Just what a value airline should be. This is what we communicated with this campaign.”

Dominic Stallard, Executive Creative Director of Saatchi & Saatchi Singapore, says “A moment of fun like this can transform a brand’s personality, for a moment or many more. This campaign has sustained a lot of joy.”

Brian Sweeney, Director of SweeneyVesty, says “This was not without risks. Tonality was everything. Once this was nailed, distribution became an act of popularity.”

ONE Show award judge Coltrane Curtis’ comments here: “Greatness. Underdog protecting their work from the big guys.”

Awards Won in  2015-2016

PR Daily (Chicago) – Global Media Relations Campaign of the Year <$50k; Best Brand Messaging or Positioning
One Show (New York) –Best in Discipline (Public Relations); Gold – PR – Craft – Brand Voice; Gold – PR – Integrated Campaign Consumer – Brands, Products & Services
Mobius (New York) – 1st in PR
Cannes Lions International Festival of Creativity (France) – Silver – PR – Brand Voice (including Strategic Storytelling).
Busan International Advertising Festival (AD STARS) 2015
Gold in PR – Practices & Specialism – Brand Voice including Strategic Storytelling
Silver in PR – Product & Service – Finance/Services/Entertainment & Leisure/Travel
Silver in PR – Integrated Campaign led by PR
Spikes Asia Festival of Creativity 2015 – Silver Trophy in PR
Clio (New York) – Bronze in Public Relations – Product/Service – Corporate Image

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