New Brand Campaign

[Jumbojet Lover]

That's one short article...

(Almost as many photos as there are words)

The link by milehighj was to the last page of the article, the other 4 pages begin here.

Indeed, quite a balanced article.

[astroboy]

http://theindependent.sg/dear-singapore-girl/

[bent]

http:// http://theindependent.sg/dear-singapore-girl/

insightful

i' m sure SIA management is reading this

[SQ380]

The Singapore girl, by Ian Batey, is someone who's warm, demure, gentle, friendly, caring, hospitable, and is concerned for the well-being of the passenger. This service excellence is portrayed in all cabins of travel - "a service that even other airlines talk about". Batey advertising has conceptualized this well over the years; and so did TBWA, at least in its 2011 advertising campaign.

2 September 2013 - a major campaign with a fresh look was launched. The Singapore girl now takes a back-stage, as the focus is now on the customer, which exemplifies the lengths that Singapore Airlines would go to, bringing the best of what the world has, to the passenger. Chinese jasmine tea; leather for its premium class cabin; and award winning films are sourced from the world's best in Fujian, China; Glasgow, Scotland; and Venice, Italy.

The message delivered from this advertising campaign is inconsistent with the true nature of the Singapore girl. It could also be that I am mistaken. After-all, equality exists, regardless in the air or on the ground. In today's corporate world, multi-tasking and taking on added responsibilities is a "given"; and the Singapore girl who is well-travelled is an excellent choice who could contribute positively in the airline's procurement process. After all, she does mingle with the passengers and best understands their needs. Direct communications and negotiations to the key suppliers for tea, leather and films does make good business and economical sense. The airline already flies her around the world. Why not get her to double up and visit suppliers on behalf of the Singapore Airlines Procurement team? With numerous flights on Singapore Airlines to neighbouring cities, and good connectivity with Star Alliance partners, getting her to Fujian, Scotland and Venice isn't much of an issue.

The 2011 advertisements were definitely more appealing, compared to the airline's 2013 campaign.

In the 2011 campaign, the Singapore girl alights from a tram at San Francisco, United States, and rushes over to return a sweater to a restaurant patron - portrays thoughtfulness.

Continuing on, she absorbs the wealth of activities in the local streets of India and pauses to smile at a boy, who runs past her with his schoolmates - portrays hospitality to her hosts of all ages.

Turning the corner, she arrives in France, where she shields a middle-aged couple from a bicycle that zooms past them. She then takes a seat on the bench, but almost immediately gets up to assist a lady down a step on a wooden bridge in China -portrays care for the passenger's well-being.

Further, unlike the Batey advertisements, TBWA had for both the 2011 and 2013 campaigns, portrayed the Singapore girl in a much more relaxed and carefree state, her long hair flowing freely, whilst in her award winning Kebaya uniform. Once again, this appearance is very much detached from reality, as her appearance onboard flights is very much different. I am aware of the strict discipline that Singapore Airlines enforces on its crew. Being neat and well groomed whilst in uniform is one of the many mandatory requirements, so why does this differ for the Singapore girls in these campaigns? She might be a model; or one of the few crews, off-duty and selected to shoot this commercial. Regardless, the Singapore girl is in uniform, representing the Corporate colours of Singapore Airlines. Her appearance in these commercials should be consistent to how she appears 38,000 feet above ground.

The Singapore Airlines advertisement was scripted based on the results analyzed via focus group sessions commissioned by TBWA. It invested US$ 5 million and production took a year to complete. Perhaps, if it has not already done so, Singapore Airlines should also invest in marketing research studies to analyse the results from this campaign; and to draw inference on how this campaign performed compared to past commercials. What were the results achieved - intangible and tangible; and the Return on Investments?

[KeithMEL]

I loved the tea ad. I thought it was pretty on-brief. Out of the 3 ads, this really nails the brief that is to show viewers that the Singapore Airlines experience is customer-led and designed around the needs of its guests, in this instance the assurance that they can have their favourite beverage made just the way they want when they want it, with the Singapore Airlines crew and their industry reputation as a proof point for the warm and generous inflight experience messaging.

[Singapore Guy]

The ad only shows the reality of the current world where the Singapore Girl also needs to multitask - including picking tea, choosing films and picking the leather. Soon she will also need to cook the food, check in the passenger and transport the luggage.

[Handiman]

why they don't revise their safety video too ? its so outdated.

[SilverChris]

why they don't revise their safety video too ? its so outdated.

It was released in 2010, not sure if I'd call it outdated. It's just so boring with hardly any background music to speak of unlike the old one.

Or maybe I'm just too used to NZ's wacky videos with a new version popping up every now and then

[StarG]

I am not the biggest fan of the latest campaign.
But among the three versions, I like the Tea version the best.
Which one is your favorite?

[SilverChris]

I am not the biggest fan of the latest campaign.
But among the three versions, I like the Tea version the best.
Which one is your favorite?

+1

Kept thinking of EK instead after watching the movies version

[SQ228]

It was released in 2010, not sure if I'd call it outdated. It's just so boring with hardly any background music to speak of unlike the old one.

Ahhh, I miss the old one! Hearing it brings back memories of my first overseas journeys. It's probably hanging round on youtube still...

[RHG]

The current marketing appears more functional than "just look good".
It is appealing, just that it can always be improved.

[MAN Flyer]

According to a fellow SQTalker as well as picking the leather the lengths she goes to also seems to include making the Indon announcements on SQ960 to CGK this week.

How anyone remembers what those in the adverts look like I'll never know, but there you go.

[blackys93]

I am not the biggest fan of the latest campaign.
But among the three versions, I like the Tea version the best.
Which one is your favorite?

This new campaign is very nice, it indeed provides awesome backdrops for k-pop MTVs. The one at the movies is a definite backdrop for most sexy female kpop MTVs.

Songs that are suited for both the 2011 and 2013 campaign backdrops are:
- SNSD- I Got A Boy, The Boys, Dancing Queen
- Sistar- Give It To Me
- Apink- NoNoNo
- Ailee- U&I
- IU- Red Shoes
- 2NE1- I Am The Best, Falling In Love, Do You Love Me, Lonely
- After School- Flashback, AMOLED, First Love
- T-ara- No.9, Sexy Love, Jeon Won Diary
- Rania- Just Go, Style, Dr Feel Good
- BoA- Hurricane Venus
- Girls Day- Expectation
- Dal Shabet- Supa Diva Diva, Mr Bang Bang, BBB
- Wa$$up- Wassup
- Crayon Pop- Bar Bar Bar
- Secret- Poison, I Do I Do

[blackys93]

Ahhh, I miss the old one! Hearing it brings back memories of my first overseas journeys. It's probably hanging round on youtube still...

The new safety video is quite funny especially the way the male crew talks