BEHIND THE SCENES with 'Be a Changi millionaire' campaign

A few hundred Singaporeans were recruited to show what it feels like to win a million dollars in a flash mob-style mass performance right in the heart of Changi Airport. Over 1,000 sign-ups were received from which 700 were shortlisted.

Trained over 5 rehearsal session, a final crew of 480 set out to put up a stellar performance complete with percussionists, hip hop artists and breakdancers.

A teaser video featuring a Changi Airport cleaner flaunting his breakdance moves while on the job was released and a host of guest bloggers invited to lend their social media influence to the cause.

Finally on 22 May the flash mob came together as the performers, between the ages of 10 and 75, took the Terminal 3 transit mall by storm.

Three minutes later, the stellar performance was captured on video and released through social media a few days later on 31 May to set Changi Airport’s shopping promotion off to a great start.

A few weeks later, online channels are still buzzing with bootleg versions of the flash mob captured by passing visitors at the airport.

The campaign made headlines in the local press and the official video has since clocked over 50,000 views and been featured in over 50 blogs.

Visit the 'Be a Changi millionaire' campaign’s website here to watch the performance.





Credits:
Creative agency: Tribal DDB Singapore
Creatives: Jeff Cheong, Aaron Koh
Account management: Frederick Tong, Leslie Goh, Sashi Kumar
Producers: Daphne Ng, Lin Yilin
Production house: IDP Media