Dr Mumbo

Scoot: Singapore’s ‘airline of the people’ engages in a spot of newsjacking

Dr Mumbo has been noting with interest the recent rise of ‘newsjacking marketing’ in Singapore lately, which is basically a fancy term for reading a news story and sticking a meme on Facebook.

For some brands, like Changi Airport following an invasion of otters, the speedy reaction nicely ticks their ‘down with the kids’ KPI for another quarter. Real-time marketing? Done.

However, Dr Mumbo wasn’t quite sure what to make of Scoot’s effort to jump on a scandal this week relating to a supposed textbook’s description of people from a poor background in Singapore.

For those needing a reminder, said textbook went viral for describing people from lower socio-economic backgrounds as having the following qualities:  “using Singlish or different dialects in daily conversation”, playing “sports like soccer or basketball” at local HDB estates, “eating at hawker centres or at home” and youths who take “on part-time jobs during vacation” to meet “basic family needs”. Charming.

Well if that’s not a good opportunity for some virtue-signalling for a budget airline like Scoot, Dr Mumbo can’t think what is. So he has to hand it to the brand for its following effort:

Scoot: The real airline of the people eh? Dr Mumbo now keenly awaits to see if the new-found egalitarian mission will extend to cheaper Scoot prices for flying to Bali this weekend? He needs a holiday.


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