Travel Is In Our Blood - The Experiment
Engaging Scoot employees and consumers alike, the airline is embarking on an industry-first experiment to prove that travel is an innate human need – and not just a want – something Scoot refers to as Wandermust.
As more and more consumers embrace their need to travel, Scoot understands that this has also brought about the recent day trend of people, especially young people, being criticised or judged for travelling “too much”.
As part of the experiment, Professor Richard Ebstein, who has extensively studied the DRD4- 2/7R gene (carried by approximately 20% of the population) and its link to novelty-seeking behaviours such as travelling, will specifically look into the role of genetics as well as the impact of cultural influences.
As part of the experiment, Scoot is looking for ardent travellers who are willing to volunteer to be part of this scientific experiment. Aside from discovering whether travel is in their blood, participants also stand a chance to win 100,000 KrisFlyer miles – all the better to indulge their Wandermust with!
'It's not wanderlust. It's Wandermust' was the pitch-winning brand idea that won us the Scoot account.
Client: Scoot
Creative Director: Khalid Osman, Lester Lee
Senior Art Director: Ferooze Tabrani
Senior Copywriter: Rachel Chew
Art Director: Cheryl Chu
Copywriter: Pam Ho
Teaser
Teaser introducing travel is an innate human need and not just a want – it is #Wandermust and we are proving it with science. Here we also introduce Scoot's collaboration with Professor Richard Ebstein.
The Experiment
To kick-off Scoot's global hunt for 5 outrageous travel addicts, Scoot launches the experiment with three amazing #Wandermust stories - Tony Giles (Tony the Traveler), Tomislav Perko and Juvena Huang (The Wandering Wasp). The audience are also encouraged to take part in the experiment to prove that travel is in our blood.
Social Posts
Social engagement contest posts prior to the launch of the experiment to drive intrigue and get the audience to share how they've suffered from their #Wandermust.
15s Teaser Cutdowns
The campaign got Prof Ebstein an interview with Channel News Asia, made the front
of the Home section of the Straits Times, and was picked up by numerous media outlets including The New Paper, August Man and ETB Travel News India . With a total online press coverage reach of 165.6 million, our campaign gave Scoot a 9.5% brand lift
in just two weeks!
of the Home section of the Straits Times, and was picked up by numerous media outlets including The New Paper, August Man and ETB Travel News India . With a total online press coverage reach of 165.6 million, our campaign gave Scoot a 9.5% brand lift
in just two weeks!
