Aside from being a world-class transportation hub, Changi Airport is a travel destination in its own right, as showcased by a Vero-led social stunt featuring two of Vietnam’s biggest stars.
The Brief
Singapore Changi Airport is an internationally renowned airport and one of the largest transportation hubs in the region. However, for many Vietnamese travelers, it was merely a stop in their journey—not a destination in its own right. The challenge for this campaign was to change this perception and showcase the airport’s wide variety of amenities and attractions, especially for Vietnamese family travelers and young, affluent individuals.
Execution
To shine a spotlight on Changi Airport’s many unique attractions, we knew that it was important to break away from the typical influencer review approach. Instead, Vero organized an engaging, earned-media strategy that leveraged two Vietnamese influencers in a narrative-driven social stunt at Changi Airport in January 2024.
The social stunt involved a two-day real-time event at Changi Airport, starring prominent influencer ST Son Thach and his crew. In the storyline, ST is on a mission to locate the missing Ninh Duong Lan Ngoc, a Vietnamese actress who was spotted exploring Changi Airport.
The real-time quest to find her allowed for a dynamic and interactive experience that highlighted the unique features of Changi Airport, with the influencers contributing real-time social media posts, stories, and live videos. This created a sense of urgency and excitement, which led to vibrant conversations, fan-made content, and pick-ups from news channels.
To further promote the social stunt, Vero also collaborated with eight community groups and leveraged Changi Airport’s owned channels.
Results
200K
Engagement on Earned Channels
1M
Total Engagement
11M
Paid Reach
625K
Recap Video Views
