Ogilvy Singapore launches animatronic butterflies ‘spectacle’ at Changi Airport

A dancing butterflies animatronics activation by Ogilvy Singapore has been launched in order to promote Changi Airport’s annual ‘Be a Changi Millionaire’ shopping promotion.

Under the theme ‘Luck is everywhere’, the installation includes eight remote-controlled kites – flying around the airport’s Terminal 3 – that resemble the rare butterfly species Diaethria Anna, also known as Anna’s eighty-eight.

“This butterfly species is known for the markings on the underside of its hindwings that seem to reflect the number ‘88’, a symbol of prosperity and luck in Asia,” said an agency spokesperson.

Ogilvy Singapore co-chief creative officer Melvyn Lim said of the three-minute long display: “We wanted to create a visual spectacle at the airport that would bring joy to travellers.

Lim wanted a spectacle

“This display is particularly exciting because it marks the first time that animatronics has been deployed at Changi Airport. We hope visitors will be in awe when they see the butterflies dancing gracefully to the mesmerising music.”

The butterflies, or kites, are manoeuvred by pilots. On the technology, an agency spokesperson said: “Built with sturdy yet light materials to ensure that their movements are as lifelike as possible, the butterflies flap their wings in a choreographed movement.”

Under the promotion running until October 31, those duty-free customers spending S$50 or more are entered in a draw to win either S$1 million or a Jaguar E-Pace SUV. The display will run at 7pm, 8pm and 9pm on on Fridays, Saturdays, and Sundays until the end of July.


Project title: Luck is in the Air

Client name: Changi Airport Group

Creative agency: Ogilvy Singapore

Chief creative officer: Melvyn Lim

Creative director: Loo Yong Ping

Account management: Brenda Han, Tim Barrett, Alex Chong and Vinise Kwa

Art director: Nico Tangara

Copywriter: TJ Sie

Agency producer: Cora Chee


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing