Scoot invites passengers onto VR tour of Dreamliner

Maybe if the esteemed journalistic institution that is Mumbrella spent more time fact-finding instead of constantly creating new ways of being a hate-mongering shit show, it would have realised that the creative pitch has already been concluded almost a month ago:

http://www.marketing-interactive.com/scoot-gets-on-board-with-blk-j-as-new-creative-agency/

Confused. What’s this guy (scootee) complaining about? No where in the piece does Mumbrella contest “that the creative pitch has already been concluded almost a month ago”. Schizophrenic?

Yeah, Mumbrella is, indeed, an (sic) esteemed journalistic institution. What about you, scootee?

the article was amended. just 2 hours ago it stated that the pitch was still going on.

Doesn’t really matter mate. Pitches tend to drag on for months, after which the work’s crap anyways. Guess these bjkl guys desperately need the bread and butter.

Hi Scootee,

Thanks for pointing out. Article has been updated.

Cheers,
Eleanor

Yeah. Like we’re all supposed to cheer and celebrate as if this Scoot pitch was as much of a heist as (say) STB or SIA, neither of which choose to partner Dave Tang or any of his sidekicks. Budget brands, budget agencies. Do try and brush up on your language before the next time you post eh. Some deodorant too, if your revenues permit.

Shouldn’t the BKLJ agency have offered this service as part of a 360 degree creative palette?

Some guy named Rowena recently crowed, “In keeping with the needs of our clients, we now have a strong offering in EVERY (sic) SINGLE department of ours, be it content, social, creative, TECHNOLOGY, planning or servicing”

http://www.campaignbriefasia.com/2017/12/blk-j-singapore-beefs-up-socia.html

Not a guy. Miss/Mrs Rowena. Not Rowenta. That’s appliances.

She was Account lead on SHub with Dave Tangs at DDB.

Responsible for thrilling, world class work like Majulah Mummy.

This bkjl gig comprises her creative team on SHub.

Apparently Dave Tangs’ answer to Droga 5 and Adam/Eve.

Lunch!

Looks pretty testo though. Loud and rough, somemore.

Good intention, but lacks the global class befitting an SIA brand. Image shouldn’t have to suffer just because it’s budget.

Meritocracy = lowest of three quotes. Go, figure.

No doubt about the lowest of three quotes bit. How else do you think these two shops (Untitled Project and BLJK) were picked?

Very appropriate process, given that it’s a BUDGET airline, so budget and quotes decide everything.

guessing you guys lost the pitch

I wonder about the rationale behind doing this in VR, it doesn’t really make sense from a marketing standpoint (other than for the Scoot marketers to shout about being “innovative”).

Looks like some inexperienced marketing kid at Scoot trying to add “perceived value” to a budget brand. Such a daft soul, little knowing that the ground reality in budget air travel is limited to two factors:

1. route/choice of destinations
2. price

Sometimes the two get switched in priority if the deal’s really hot and any destination will do if it’s just a weekend or so.

Safety’s a criterion, too – though that’s more about there being no accidents in the news as opposed to PR or Volvo-esque brand core. Even in Volvo’s case, there’s a hefty premium for that rugged cage and infallible engineering.

Scoot’s already got a foothold in the AirAsia, JetStar and Malindo fortress. Sort of algorithmically configured, based on fare and occupancy across all the crumbs departing from a given place during a particular slot.

A stall in the pasar surely doesn’t need a VR piece. Though the tacky production does hint at shoestring budgets, so maybe ok after all.

My biggest issue with SIA was the killing of a powerful brand name like Tiger that synced so much more seamlessly and attitudinally with the awesome Singapore Spirit, and at some tenuous (but sexy) level with another power brand like Tiger Beer.

Tiger could have been all things Singaporean, over time.

Scoot is a wank brand, and brings back shoddy memories of Campbell grinning foolishly and eagerly into media cameras, as he micromanaged the B-list team to shame.

Wank brand aside, Scoot is also a wank name, both in sonic resonance and pip-squeaky implication. (“go or leave somewhere quickly.”)

The “quick” bit is also dubious, given that the airline doesn’t stack up with big daddy SIA or the solid Jetstar in punctuality. (Read: https://www.channelnewsasia.com/news/singapore/jetstar-asia-sia-among-top-10-most-punctual-asia-pacific-9842406)

[Edited under Mumbrella’s community standards]

“The immersive VR content has enabled us to communicate the rational benefits of flying Scoot such as Wi-Fi, in-flight entertainment, extra leg-room and meal options, while also connecting with potential customers on an emotional level by demonstrating how Scoot gives you the freedom to tailor your flight experience according to your needs, all at an accessible price. This was our first foray into VR.”

Points:

1. This shabby work does look like your first foray (what a dated word!) into VR.

2. Given your inability to salvage this piece from the dregs, it should also be your last (errm) foray into the tech.

3. It isn’t “immersive” by any stretch of imagination. You’ve been conned.

4. The whole idea behind VR (when it first launched) was to blur dated marketing jargon like “rational” and “emotional”. The emphasis has been on seamless/holistic for over a decade already. More like rationemotional. To illustrate: Leg room maybe rational to you, but it’s emotional to flyers because it speaks “comfort”. So legroom is holistic, not rational.

5. “freedom to tailor your flight experience according to your needs”. It’s pardonable for people at your agency to speak that way because the founders have long been trapped in that long winded, old fashioned Hindustan Lever sort of marketing and PR cliché. But we look to local brand custodians like you for a more contemporary sharpness in tonality. Smart Nations demand Smart Speakers, Writers, Communicators.

6. Even if it WAS necessary for you to communicate all that stuff you wished to, it didn’t need VR. Certainly not such an embarrassing attempt at VR.. Once again, think Smart Nation. Everything we showcase must be world class in its realm. World Class VR. Don’t merely spew jargon or attempt to get all your tech boxes checked for your ultimate bosses at SIA to smile at. You aren’t expected to.

7. Free WiFi? But this is budget mah. You expect a budget flyer to pay for WiFi?

KINDA SOUNDS LIKE WE GOT A LOT OF KEYBOARD WARRIORS ON HERE, LOTS OF SOUR GRAPES FROM NOT WINNING THE PITCH.