#MarketingExcellenceAwards SG 2021 highlights: Jewel Changi Airport dazzles consumers with a kaleidoscope of fun

Jewel Changi Airport first opened its doors to the public on 19 April 2019. Marketed as a multi-dimensional lifestyle destination with unique offerings, the shopping mall is comprised of lush gardens, play attractions, shopping and dining options. When the pandemic hit, it crippled the retail sector and Jewel was not spared from the impact. Amidst the challenging times, Jewel wanted to reunite Singaporeans with the crowd's love for shopping. 

Going beyond the HSBC Rain Vortex at Jewel, which is a natural crowd-puller, Jewel launched the Jewel Changi Airport retail branding campaign. The campaign managed to impress the judges and earned the company a finalist spot for Excellence in Brand Strategy at MARKETING-INTERACTIVE's Marketing Excellence Awards Singapore 2021. 

Challenge

The campaign's main objective focused on inspiring Singaporean imagination through the love of shopping. If shopping is a national hobby, then malls are Singaporeans’ second homes, a place where connections and discovery unite as one. To that end, the challenge is to restore Jewel as Singapore’s retail pride and joy by showing how it embodies the Singapore Spirit, diversity in its offerings, relevance to the world, determination to bounce back from setbacks and aspiration to go beyond the definition of being "an airport".

Strategy

To raise the profile of Jewel as a retail shopping destination and communicate about the unique extensive shopping and dining offerings, Jewel partnered with Havas Singapore to conceptualise and execute a retail branding campaign. Using Jewel’s iconic architecture as a creative canvas, particularly with the iconic glass ceiling panels being seen as the kaleidoscopic motif, the campaign highlighted a kaleidoscopic loop of retail possibilities waiting to be found. Telling the story through the lens of a child who finds a kaleidoscope, the campaign takes consumers on a journey of discovery to unveil Jewel’s many facets in retail and dining offerings and the endless possibilities that await.

The campaign centred around the three main pillars of Jewel’s offerings which include, experience, shop, and dine. These were then reflected in the three key visuals that were created. To further amplify the objective on digital and broadcast platforms, a 60-second video titled “A Kaleidoscope of Wonder at Jewel” was created.

The campaign was launched on 7 October 2020 and concluded on 31 December 2020. A robust media strategy that spanned across digital, print, broadcast and OOH channels and Jewel’s own in-mall assets were utilised to raise awareness of the campaign. 

Execution 

With the different forms of content pieces created, there were specific channels targeted that are the most suitable in order to ensure compatibility and effective reach for this campaign. The media buy period of 7 October to 31 December 2020 was carefully chosen to synergise with Jewel’s year-end festivities as a strategy to strengthen the overall branding and profiling of Jewel amidst Singapore’s busier media landscape in the last quarter of the year. The campaign ran on Google Responsive Ads, YouTube, Facebook, Instagram, and TikTok.

Several broadcast channels were also targeted - Mediacorp Channel 5, Mediacorp Channel 8, as well as print - The Sunday Times, Lianhe Zaobao, Her World (January 2021 issue). Jewel also leveraged OOH, working with JCDecaux to position its ad at bus shelters, as well as in-mall assets and various assets including digital directories, large-format digital screens, static displays at lift lobbies and lifts.

Results

From the pre-determined KPI set out, video views exceeded expectations by 158% garnering more than three million views. Also, there was over a 200% increase in the number of interactions, with over 280,000 actual interactions.