Changi Airport Group celebrates colourful return of its iconic ‘Be a Changi Millonaire’ promotion
Luck has never been more pervasive at Changi Airport as the group celebrates the return of its iconic ‘Be A Changi Millionaire’ shopping promotion with a colourful campaign by Ogilvy Singapore.
To kick off the ninth installment of the anchor retail promotion, the theme of the campaign adopts the simple metaphor that shows how one finds a proverbial pot of gold at the end of a rainbow – in this case, a shot at winning either S$1 million dollars or the ultra luxurious Jaguar E-Pace SUV.
As part of the six-month long campaign which will run from May to October 2018, Ogilvy Singapore developed a film which features the rare sight of rainbows flowing along the airport boulevard and into the terminals, resembling a tidal wave of luck streaming into Changi Airport. Using rainbow lightsticks mounted on the back of a moving car, the video was filmed at a high-frame rate which creates an echoing effect of racing light streaks around Changi.
Melvyn Lim, Executive Creative Director, Ogilvy Singapore said, “We wanted to create an atmosphere of luck with some of its most iconic metaphors. Rainbows are a wonderful sight themselves; and anyone who’s lucky enough to spot them are always left in awe. We captured that feeling in the film with the new Jaguar E-Pace, by using the magic of Pixelsticks to recreate rainbows in the night – literally wrapping the airport in a colorful streak of luck!”
Edwin Lim, General Manager of Airside Concessions, Changi Airport Group said, “The ‘Be a Changi Millionaire’ shopping promotion is Changi Airport’s flagship airport-wide campaign aimed at rewarding our shoppers and diners. This year, building on the concept that ‘luck is all around’ in Changi Airport, we planted lucky charms such as the four-leaved clover and the 88-butterfly throughout the airport and in our online game site to make shopping and dining even more exciting for our passengers and visitors. We have also lined up some intriguing activations in the lead up to the grand draw to be held in January 2019.”
Project title: Luck is Everywhere
Client: Changi Airport Group
Creative Agency: Ogilvy Singapore
Chief Creative Officer: Eugene Cheong
Executive Creative Director: Melvyn Lim
Account Management: Brenda Han, Alex Chong, Vanessa Ho
Creative Director: Loo Yong Ping
Art Directors: Nico Tangara
Copywriters: TJ Sie
Production House: The Prosecution Film Company
Director: Ros Yusof