Brand Frenzy

On March 11st, our team departed from LCKSB Building to begin its Brand Frenzy Journey. Here are the insights we gathered on our journey:

Execrise 1: Three Words

First, we were tasked to ban words which were too frequently associated with our category and relied on by competitors within the industry. The words we picked were:

Budget
Flight
No-Frills
Cool

We then brainstormed Three-word expressions which could be used to encapsulate the brand, as a mantra. Finalist contenders include:

Just go lah!

Why so serious?

Our final choice— Eh?! You’re there!

“Eh?!”— Suggests the unexpected, quickness and a sense of spontaneity

“You’re there!”— Emphasis on the destination rather than the journey; contrasts with full service flights as we advocate that travellers to spend more on their place of travel rather than mode of travel.

Execrise 2: Hate

Second, we were tasked to think about the words which we hated as a brand. The contrast serves to accentuate the qualities which we believed in, as we can flip those words to their dichotomous opposites to articulate our cause. Words we hated include:

Flight delays/inefficiencies
Empty flights
Price wars
Customer complaints
Boredom
Ordinary/Unnoticed/Square
Formal/Normal
Static/Stagnant

Our top two hates were ‘being unnoticed’ and ‘stagnant’. The flip side of things was our attention-grabbing and irreverent ‘just go lah!’ mantra. Why do we believe in it?

Quite simply,

#yolo (because you only live once)!

Execrise 3: Divide the World

Third we thought about who we were for and against as a brand, adding new angle and flavour to our consumers and pushing ourselves to go beyond consumer demographics. The categories of people we were for include:

Adventure seekers

People who make their life count

Spontaneous and fun loving people

Spirited, extroverts

Laid-back people

Risk takers

Value seekers/Destination-focused

Curious people

The categories of people we were against include:

Boring people

Conventionalists

Planners

Couch potatoes

Prim and proper people

Risk-adverse people

Journey-focused people

We finally decided that we were for the Spontaneous Curious Seekers and against the Boring Couch Potatoes because we believe that unlike Garfield the lazy cat, we don’t have nine lives but only live once.

Execrise 4: Cause

The penultimate exercise made us think about our narrative, the cause that we were rallying for. Having drawn several images, some of our shortlisted slogans include:

Say No to boring lives

The world's your oyster, so dont get stuck at home

Spend your $$ elsewhere (Spend less on the flight, more on your destination)

#YOLO

Our final choice was “Fl(r)ying the couch potatoes! Don’t be baked, fl(r)y!” The pun of fly with fry reflects our own cheeky brand of humour that Scoot is famous for, while the idiomatic couch potato is the precise tone of communications that we are opting for. We absolutely against the people who would rather be desk-bound and look across their house windows into the skyline; we would rather be the people in the airplane looking out the plane window and down at the earth. Because we believe deep down there is a universal longing to see the world, and we want people to act on their deepest impulse and just “Get outta here!”

Lighthouse Identity

Product Rock: “Eh?! You’re There!”

We represent the unexpected, the fast and the spontaneous. We choose to focus on the destination because we believe the value seekers who be smart to spend more of their money on the place than the mode of travel.

Who we are FOR: Spontaneous Curious Seekers

The sort of people who really understand what it means by #YOLO. Life’s too short not to seek new places and act on their impulse to feel a sense of wonder from the world.

Who we are AGAINST: Boring Couch Potatoes

The group of people who would rather rest on their sofas and watch TV programmes about people exploring new places, rather than be the ones in those places and having those experiences.

Cause: Flying the couch potatoes! Don’t be baked, fly!

We believe deep down there is a universal longing to see the world, and we want people to act on their deepest impulse and just “Get outta here!” Don’t let the mundane make you indifferent and your life inactive.

Belief: Just go lah!

We believe in taking action now. Don’t overthink or plan too much, but act more! That’s the kind of Scootitude that our target audience should aspire to.