EMA winners: Best Brand Experience – B2C

This is part of our coverage on GOLD winners from the Event Marketing Awards 2018. See the full list of winners here. 

GOLD winner: FreemanXP
Event: Changi Airport Terminal 4 Open House
Brand: Changi Airport

To generate excitement and awareness about the opening of its new Terminal 4 (T4), Changi Airport wanted users to get a hands-on experience of the new terminal as well as offer a preview of the terminal’s features and services including food and beverage, entertainment, and art.

An “open house” was planned to provide 200,000 free passes across a fortnight to those who wanted to check out the new terminal. To manage large crowds, FreemanXP devised a smartphone-based self-guided tour that showcased the airport’s functions. The challenge was to cater to all categories of travelers and users – ranging from budget to premium.

Upon arrival, attendees were passed through the automated check-in, bag drop, security screening and immigration with several staged photo opportunities and hashtag displays encouraged through various competitions which incentivised social sharing.

During the tour, proximity beacons prompted games to pop up on users’ devices at each zone, allowing them to answer questions and win prizes. Engagement points and games were also incorporated at each step of the tour to reinforce key messages.

After the tour, 72% of visitors completed the post-event survey, with 97.9% of them indicating that they enjoyed the experience.