SilkAir Campaign 2016
Come Feel The Joy
Agency: DDB Singapore
Creative Director: Thomas Yang / Pradeep DSouza
Art Director: Jeanie Lee
Copywriter: Shivram Gopinath / Samantha Liew
Production house (Print): Shooting Gallery
Production house (Videos): Feely Production
Scoops of Joy (On-ground activation)
If there is something that brings a smile to every face, that lifts spirits and makes everyone happy, it’s ice cream. It can brighten up even the dullest moments. As purveyors of joy, SilkAir serves up a cool surprise for our fans, by giving out sweet treats no matter what they might be facing today.
We build anticipation a week before the activation by releasing a teaser video and image posts that invites fans to tell us what situation calls for an ice cream. We share this content on our website, Facebook and YouTube page.
Teaser Video
Proof point-led Facebook posts
Whatever challenges our fans are going through today, we help them beat the blues by bringing The Joy Truck, our roving ice cream truck, out on the streets to a location near them. On the day of activation, we will share social media posts related to daily events that can get people down and tell them we will be out and about with our ice creams to cheer them up.
(E.g. Long wait for the bus, long queue for the cab, stood up by a friend, scorching weather, can’t get a table in restaurant, can’t get tickets to a show, can’t get a place in the playground, Monday/work day blues.)
We share the event on Facebook and offer all 4 flavours of SilkAir ice cream in SilkAir branded cups. We encourage people to post event pictures with hashtag #comefeelthejoy to enjoy 50% off SilkAir flights to select destinations.
