January 14, 2010
The world can’t wait to get over the recession of 2009.
Neither could the new Changi Airport Group as it brings the year to a close.
World-class, vibrant, relentlessly innovating, Changi was set to stage one heck of a Christmas.
The Idea & Execution
The scale, the height and the expanse of Changi Airport make it ideal for a big Christmas celebrations. So, let’s bring it on: Christmas is Bigger at Changi.
A two-storey high musical ball that revolved and dispensed sweets throughout the day – definitely not your average piñata at last year’s party – became the visual treat and centerpiece of this campaign.
An online Christmas campaign exploded with three contests for a worldwide audience and local shoppers. Every one of the contests was designed to drive traffic to Changi Airport.
The giant musical ball featured on ChristmasIsBigger.com, dispensing gifts to visitors, redeemable at Changi Airport (and got them coming).
We engaged and captivated Singapore’s biggest bloggers, and drove up traffic to the site – the bloggers had to get readers to ‘vote’ for them.
A Facebook contest got the public to share their big Christmas moments at Changi Airport, which all added up to a lively Changi Christmas online.
ChristmasIsBigger.com attracted over 46,000 visits, exceeding our target by 50%. The Fans of Changi facebook group page drew over 6,293 fans.
120 widgets downloaded by bloggers resulted in over 154,700
user interactions in 6 weeks.
In every sense — with record traffic, mall sales, online participation — it all added up to a Big Christmas at Changi.
It doesn’t get any more Christmas-sy than this.
Well, alright, we’ll bring on the snow next year.