However, rather than sue Spirit Airlines for copyright infringement, they decided to launch a campaign, through Saatchi & Saatchi Singapore, to have some fun, leveraging social media and PR to achieve brand awareness. This approach was also very ‘Scoot’ as the fun and playful ad will have reflected their personality.
In a tongue-in-cheek online video, Scoot's CEO informed Spirit Airlines that if they wanted to duplicate his brand, they should at least do it well.
This was followed up with a direct mail kit with everything Spirit Airlines needed to properly recreate Scoot's brand personality. This included a step-by-step guide on how to create the ads as well as Scoot's full corporate identity guidelines. It included a kit to help Spirit make their very own Marketer of the Year trophy, like the one Scoot won in 2014.
- Over 100 media outlets covered the campaign globally.
- To date, the campaign has generated $41m of earned media thanks to extensive coverage on CNN, Bloomberg, Channel News Asia and USA Today.
- The number of people searching for Scoot on Google increased by 32% during the campaign period.