Background
Singapore Airlines (SIA) wanted to expand its digital presence and was looking for ways to:
● Keep the SIA brand front and centre
● Create a branded presence that persisted beyond website visits
● Create awareness and attention around vacations opportunities
● Leverage a global photoshoot, featuring the Singapore Girl in unexpected and enticing settings, to encourage epope to think beyond traditional travel locations
Solution
XM proposed an elegant interactive screensaver with a calendar function and push content, that:
● Was a persistent presence on users' monitors
● Leveraged the sights, sounds, and settings from their photoshoot, with the theme “In Harmony with Nature”
● Acted as a calendar, indicating the current date
● Highlighted weekends, long weekends, public holidays, and school vacations across 33 countries
● Triggered suggestions and reminders when holidays and vacations were approaching
● Allowed "push" content related to local specials and promotions
Functionality
● In its most basic form, it functions as a daily/monthly calendar
● Users can select their country (each country has its own unique holidays)
● Reminds users when holidays are around the corner with a simple message e.g. “Christmas is 15 days away”
● The screensaver has a link to the Singapore Airlines website to provide the option for users to book their travel online
