Last week, Singapore Airlines (SIA/SQ) launched their latest digital campaign video which showcases dishes from its “Book the Cook” menu. Rather than showing how the life-sized versions are made, it instead created miniature versions of the food made in a tiny kitchen.
The campaign, which is the brainchild of social media agency Dentsu Mobius, aims to draw the audiences focus to the airline's passion for high-end exquisite food, flavors and craftsmanship- especially in their Business and First Class cabins.
The digital campaign generated nearly a million views within the first 24 hours of launch. Since then, the Facebook video has garnered 1,667,683 views, and over 27,000 reactions.
The tiny kitchen features miniature versions of stoves, grills and even utensils used to prepare the food which is cooked over a candle flame. The dishes during filming were reduced to just 5.5cm. This was to show that there is indeed “no detail too small”, which is the name of its campaign.
Singapore Airlines specifically hired a food artist who specialises in miniature food to replicate mini versions of in flight meals. The airline is one of the best when it comes to providing a truly 5-star customer service, and hence for the quality of service they provide, their fares also tend to be slightly higher than most other airlines (even for Economy Class as well).
Singapore Airlines has just unveiled what seems to be one of the most most breathtaking digital-ad videos this year by an airline company. The video, which is available on YouTube, showcases how paper model artist Luca Iaconi-Stewart has created a replica of the Singapore Airlines suite of seating products. Luca claimed global fame earlier this year when he showed off his Air India Boeing 777 1:60 scale model made purely of Manila paper (complete with retractable landing gear) which was created in precise detail. In a similar fashion, in this video, Luca painstaking creates the suite with immaculate detail.
It seems Singapore Airlines has commissioned the artist to showcase the effort that goes into creating every real-life SIA aircraft in the fleet, and the results speak for themselves.
About Airline PR
This is a special section on Airline Branding, and Airline Public Relations written by me on all the flights I have been fortunate enough to have been on. These are not records taken from somewhere else, but are actual flights I have been on. Most of the flight trips are officially sponsored by the airline companies in order to promote their certain routes, and aircraft. Airline promotion and PR related work in the aviation industry is one of my expertise.
Watch exclusive videos below taken in the cockpit of a Boeing 777-300ER in-flight over Chinese Airspace.
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B777-300ER Cockpit Video 1
B777-300ER Cockpit Video 2
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