Camille
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Singapore Airlines - SIAjourneys

Singapore Airlines approached us to create an online campaign for the retirement of their Boeing 747 fleet.
While the Airline has historically had great, iconic advertising, they've been hesitant to enter the digital space – their only online properties were their booking website, Facebook page and Twitter account.

The Challenge
Although the B747 was a much-loved and important aircraft for Singapore Airlines, talking about innovations made decades ago wasn’t going to bring Singapore Airlines any new customers. Even worse, it ran the risk of making the brand seem old-fashioned and content to rest on past glories.

The Insight
After going into Singapore Airlines’ archives and combing through nearly 40 years of newspaper articles, old photographs and 35mm slides – some of which hadn’t seen the light of day in decades – we realized something very important: practically every major inflight innovation that travellers enjoy today was pioneered aboard the 747! This aircraft was therefore a crucial aspect of Singapore Airlines’ continuing tradition of service and innovation.

The Execution
Although the site would comprise dozens of stories and videos, we knew it had to be a seamless narrative experience, so we crafted a clean, intuitive design that took inspiration from magazines and reader apps like Flipboard. We also managed to seamlessly link a vertically scrolling intro page with a horizontally scrolling content section, using countless hours of calculation and custom-built JQuery and Javascript codes.
The success of SIAjourneys led Singapore Airlines to extend it into a yearlong campaign – complete with a responsively designed Passport section with games that could be played on desktop, tablet, and mobile devices.

Singapore Airlines approached us to create an online campaign for the retirement of their Boeing 747 fleet.
While the Airline has historically had great, iconic advertising, they've been hesitant to enter the digital space – their only online properties were their booking website, Facebook page and Twitter account.

The Challenge
Although the B747 was a much-loved and important aircraft for Singapore Airlines, talking about innovations made decades ago wasn’t going to bring Singapore Airlines any new customers. Even worse, it ran the risk of making the brand seem old-fashioned and content to rest on past glories.

The Insight
After going into Singapore Airlines’ archives and combing through nearly 40 years of newspaper articles, old photographs and 35mm slides – some of which hadn’t seen the light of day in decades – we realized something very important: practically every major inflight innovation that travellers enjoy today was pioneered aboard the 747! This aircraft was therefore a crucial aspect of Singapore Airlines’ continuing tradition of service and innovation.

The Execution
Although the site would comprise dozens of stories and videos, we knew it had to be a seamless narrative experience, so we crafted a clean, intuitive design that took inspiration from magazines and reader apps like Flipboard. We also managed to seamlessly link a vertically scrolling intro page with a horizontally scrolling content section, using countless hours of calculation and custom-built JQuery and Javascript codes.
The success of SIAjourneys led Singapore Airlines to extend it into a yearlong campaign – complete with a responsively designed Passport section with games that could be played on desktop, tablet, and mobile devices. The site garnered more than 238,000 unique visitors, achieved low bounce rates of 6% and has grown the Singapore Airlines Facebook fan base by 40% when the social contests were launched on site.