Wandermust: Travel is in Your Blood
This was the pitch-winning idea that got BLKJ the Scoot account and later became the airlines’ first brand campaign launch in 2018.
The world is obsessed with #wanderlust. But what if Scoot told them travel is something more? More than a desire, more than a want, more than a lust? Travel is a must. An innate need, hardwired into us.
It’s not Wanderlust
It’s Wandermust
For the first time in the world, Scoot partnered with Professor Richard Ebstein, a world-renowned expert in human genetics and neuroscience to prove that travel is in their blood – and show that Wandermust is very real.
Working with NUS, the Ministry of Health and a team of lawyers, we obtained permission to test the blood of travellers for the presence of DRD4-2/7R, a DNA variant that scientists believe genetically hardwires its carriers with an insatiable need to explore.
I knew it…Now there’s scientific proof!
A man. A beard. A camera.
Yes! Finally I can justify my #traveladdictions as #wandermust!
Michelle Chan
Over 1,200 travellers applied for the experiment. Even Scoot’s CEO took part! Our category-changing brand proposition got Scoot 178.6 million total reach, over 107,000 Facebook interactions and a 9.5% brand lift in just 2 weeks.
Watch the case film below:
Agency: BLKJ
Client: Scoot
Creative Directors: Khalid Osman, Lester Lee
Copywriter: Rachel Chew
Art Director: Ferooze Tabrani, Cheryl Chu
Producer: Nurul Arif, Endy Susanto
Production/Post: Abundant Production
Director: Jesse James McElroy, Amanda Tan
Best of category – Innovation in Brand Experience & Activation
Silver – Best Use of Sponsorships & Partnerships
Gold – Innovation in Direct
Silver – Best Use of Direct (Digital Channels)
Finalist – PR Gongs/Best Use of Celebrity, Influencers & Key Opinion Leaders
Finalist – PR Gongs/Brand Voice & Strategic Storytelling
Hall of Fame 2018
Silver – Best use of content
Gold – Best use of consumer insights