To rekindle interest in the 9th Changi Millionaire draw, we brought to life the very essence that made shoppers participate in the first place: Luck. Over the course of 6 months from May - October 2018, our campaign sought to inform visitors that Luck is Everywhere at Changi Airport to help become a Changi Millionaire.
LUCK IS EVERYWHERE
They say the end of a rainbow lies a pot of gold, but at Changi Airport it is a Million Dollars. This was the launch film to kick off the campaign and to announce the addition of a Jaguar E-Pace to the prize draw.
LUCK IS IN THE AIR
The number 8 is believed to bring good luck and wealth in Asian cultures, so we built and launched eight Diaethria Anna’s into the air; a rare butterfly species so unique it bears the the number 88 on its wings. These butterflies took flight around the airport over 4 weekends, to the amazement of travellers and staff alike.
The number 8 is believed to bring good luck and wealth in Asian cultures, so we built and launched eight Diaethria Anna’s into the air; a rare butterfly species so unique it bears the the number 88 on its wings. These butterflies took flight around the airport over 4 weekends, to the amazement of travellers and staff alike.
LUCK IS IN YOUR HANDS
With every purchase, shoppers are given a chance slip which could be their lucky ticket to Be A Changi Millionaire.
In the last leg of the campaign, we wanted to remind shoppers to keep these chance slips via a stunt activation to drive the message home.
LUCKY WEBSITE
Across the campaign, shoppers were driven to a dedicated website which allowed them to find out more about the competition. But more importantly, submit their chance slips remotely. Visit view the full website here.
Ogilvy credits:
CCO: Melvyn Lim
Creative Director: Loo Yong Ping
Senior Art Director: Nico Tangara, Ku Kairong, Khoo Meng Hau
Senior Copywriter: TJ Sie, Airina Imran, Sridhar Gopalratnam
Designer: Carmen Ang
CCO: Melvyn Lim
Creative Director: Loo Yong Ping
Senior Art Director: Nico Tangara, Ku Kairong, Khoo Meng Hau
Senior Copywriter: TJ Sie, Airina Imran, Sridhar Gopalratnam
Designer: Carmen Ang
