Saatchi & Saatchi Singapore was awarded Best in Discipline in Public Relations at The One Show 2016 for its ‘Inspiring Spirit’ campaign for low-cost airline Scoot, a subsidiary of Singapore Airlines. The win was announced at an awards gala in Gotham Hall, New York.
The campaign involved a series of tongue-in-cheek multimedia communications to US budget airline Spirit for their branding, marketing and advertising that appeared to mimic Scoot’s. Implemented with Saatchi & Saatchi’s PR partner, SweeneyVesty, and its social partner Publicis Singapore, the campaign achieved over US$40 million in earned media equivalent, with the campaign being covered by more than 100 regional and international media outlets including CNN, Bloomberg, USA Today, LA Times and The Daily Mail.
Saatchi & Saatchi Singapore ECD, Dominic Stallard said, “The One Show is widely acknowledged among creative professionals to be one of the hardest to win, and to be awarded Best in Discipline as well as two Gold Pencils is an unbelievable achievement for any agency. We’re very proud of our team for proving that nothing is impossible.”
Commenting on the win, Scoot CEO, Campbell Wilson, said, “Congratulations from everyone at Scoot to Dominic and the team from Saatchi & Saatchi Singapore and Publicis Singapore. While this campaign was meant to have fun with our Doppelgänger, the creativity and boldness that his team demonstrated to conceptualize and execute this idea was completely original and will be a hard act to follow.”
"Not only was Best in Discipline the top piece of work in the entire discipline, it was also up for contention for Best of Show,” said Kevin Swanepoel, CEO of The One Club. "This year, The One Show received more than 20,000 entries. Only 14 of them won Best in Discipline, representing the elite work at The One Show.”