The brief: Reimagine the original, iconic campaign of the Singapore Girl and translate the brand message “You’re a Great Way to Fly” by utilizing various digital opportunities available in the present day.
We wanted to figure out realistic ways to activate 15,000 of aircrew flying at any given point in time, and utilize their insights in a smart, engaging manner.
Our idea: To refresh her role as the Singapore Girl by giving her the chance to do what she does best: Provide local insights as your host in the sky.
Through a custom app experience, we experience the real life of a Singapore Girl. Selected cabin crew documents their experieneces, in-flight and on-ground, dispensing a first hand look into her narrative. The technology allows her to deliver what she’s been doing all these years - she invites you to rediscover hidden gems in various cities around the world. Real-time data, social, and interactions deliver a more comprehensive experience of her curated experiences.
As users, we vicariously travel through her recommendations, and follow through the next time you’re on a trip: Adding experiences as part of a flight itinerary, as opposed to something separate.
This is concept work for the Google Rebrief initiative.