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BRINGING YOU HOME
– SINGAPORE AIRLINES
[2019]
Brief: Define a specific tribe within the youth market to research, create an appropriate value proposition, propose a new service design, supported by an integrated campaign
Problem:
Singapore Airlines is currently recognised by their "Singapore Girls" image and their target audience has remained constant throughout the years.
SIA wishes to expand its market towards youths, and attract a new group of fans in order to stay relevant in today's competitive aviation industry.
Singapore Airlines is currently recognised by their "Singapore Girls" image and their target audience has remained constant throughout the years.
SIA wishes to expand its market towards youths, and attract a new group of fans in order to stay relevant in today's competitive aviation industry.
Service Design:
BRINGING YOU HOME + Krisflyer Home
A service targeted towards youths pursuing an overseas education.
Potential student and 2 other family members will be nominated to sign up for a Krisflyer Home account.
For every 10 kg of excess baggage weight accumulated, they will be able to send a 2kg parcel from home to the youth overseas for free. Air miles accumulated through sending every parcel will go into the youth’s account, enabling them to redeem for a cheaper flight ticket back home.
BRINGING YOU HOME + Krisflyer Home
A service targeted towards youths pursuing an overseas education.
Potential student and 2 other family members will be nominated to sign up for a Krisflyer Home account.
For every 10 kg of excess baggage weight accumulated, they will be able to send a 2kg parcel from home to the youth overseas for free. Air miles accumulated through sending every parcel will go into the youth’s account, enabling them to redeem for a cheaper flight ticket back home.
