Changi Airport has launched the ninth installment of its “Be A Changi Millionaire” shopping promotion with a “Luck is Everywhere” campaign by Ogilvy Singapore, which will run until October 2018. The campaign’s theme adopts the simple metaphor that shows how one finds a proverbial pot of gold at the end of a rainbow. In this case, participants will get a shot at winning either SG$1 million or a Jaguar E-Pace SUV.
The agency 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. As part of the launch, the video will run across social media platforms including Facebook, Instagram and YouTube.
Edwin Lim, Changi Airport Group’s (CAG) Airside Concessions’ general manager said, the “Be a Changi Millionaire” shopping promotion is Changi Airport’s flagship airport-wide campaign aimed at rewarding its shoppers and diners.
Building on the concept that luck is all around in Changi Airport, it also planted lucky charms such as the four leaf clover and the 88-butterfly throughout the airport, and on its online game site to make shopping and dining more exciting for its passengers and visitors. He added that Changi Airport also has some intriguing activations in the lead up to the grand draw in January 2019.
Melvyn Lim, Ogilvy Singapore’s executive creative director said the agency 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 pixel sticks to recreate rainbows in the night – literally wrapping the airport in a colorful streak of luck,” he added.
The campaign comes after the agency was appointed as CAG’s creative and digital agency, handling strategic planning and creative services for CAG. This includes the implementation of brand and digital marketing campaigns, innovative promotional platforms and re-design of airport websites and digital assets.
Check out the campaign film here:
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