Blind buskers, obnoxious cab drivers and reality shows help Jetstar take on full-fare airlines with budget prices
[Singapore] Jetstar Asia's launch TV, print and outdoor ads compare the regional budget airline's fares with prices for everyday objects such as jeans and haircuts, using the tagline, "What's stopping you?" But the real innovation is the off-beat ambient and guerrilla marketing, also by Ogilvy Redcard and Ogilvy PR.
Jetstar flew a well-known blind Singaporean busker to Hong Kong and left a sign by the instruments at his usual performance spot that read, "Gone to Hong Kong for $48." His trip was widely covered in local media. The airline also hired a local taxi driver to tease passengers arriving at Singapore's Changi airport from places like Hong Kong on full-fare rivals Cathay Pacific and Singapore Airlines with signs reading, "You could have flown to Hong Kong for just $48 on Jetstar." Peter Cheung, Ogilvy RedCard's project director in Singapore, said, "Our driver is quite intrusive, so the official hotel guys waiting at the arrival hall were a bit pissed off at first, but then they got the humor of the idea."
Jetstar also struck a deal with Singapore's Mediacorp to produce an eight-part reality TV program called "Jetstar Superstar." Funded by the airline, the series depicts real-life experiences of Jetstar staff. The show includes an interactive competition in which viewers can answer questions posed on the show via SMS messages to win free flights. The program may also air in other markets, such as Hong Kong.
The campaign is running in Singapore; Hong Kong; Taipei, Taiwan; Bangkok, Thailand; and Manila, the Phillippines, the cities currently served by Jetstar Asia, a partnership between Australia's Qantas and Singaporean businessmen Tony Chew and FF Wong. Media planning is handled by Publicis Groupe's Starcom.