the Scoot-Away

#JioYourFriends Campaign

 

Scoot had implemented many Facebook applications that had generated a lot of buzz and interests. The recent ‘virtual flight’ has generated so much interests that Scoot is unable to cope with the web traffic, the entire application was facing with technical difficulties. This led to many frustrations among consumers.

 

Also these facebook apps generally involve the ‘luck’ factors, such as Scoot Ang Pow Jackpot, and the recent Tikam game as of March 27th 2014.

 

It appears that many of these Facebook applications had backfired as lots of negativities were generated when users do not win any prizes even though they are given many chances.

 

This is a reason why we propose a #JioYourFriends campaign, where users enjoy greater discounts when users tap on their friend’s network. Users will definitely enjoy some form of privileges when they participate in the campaign.

 

Scoot could touch on its strong presence in their digital platform such as Facebook where they have already accumulated more than 847,000 likes. Implementing a Facebook application could touch on the existing consumer bases and potentially attract new consumers who are unaware of Flyscoot’s promotions on their Facebook platform.

 

Using network effects of friendships is a great way to generate buzz and awareness. As our proposed strategy revolves around destinations focused rather than journey focused, our proposal seeks to create a greater purpose of enjoying yourself more in the places you visit. With that said, this campaign aims to create more values for the consumers where they are encouraged to travel with friends for greater pleasure!

 

 

Implications on CBBE

 

Brand Imagery & Feelings

 

Our proposed strategy is to shift the perception of journey-focused to the destination-focused. Rather than looking at Scoot as a means of transport, we seek to change the perception that Scoot is a mean or an enabler to create pleasurable memories with friends.

 

We believe that #JioYourFriends campaign will be able to bring a new personality to the Scoot’s brand which is to being selfless and an enabler to create memories and enjoyable moments with friends. The sense of sharing address the social needs in Maslow’s Hierarchy and further enhance the experience of traveling, leading to the feeling dimenision.

 

Brand Resonance:

 

#JioYourFriends campaign creates attitudinal attachment through the sense of community and friendship. We believe that it can potentially turn ‘value-seekers’ who have low brand loyalty into ‘young’ and ‘young at hearts’ who are always up for a spontaneous trip with friends.

 

 

How it works

 

A user will sign in the #JioYourFriends App and select a seat from a list of seating.