The low-cost long-haul airline, which is owned by Singapore Airlines, hopes the VR experience, which will be activated in pop-up showcases in nine countries across Asia Pacific, will challenge the conventional notion that low-cost means low expectations.
The experience, which is a mixture of real footage and animation, combined with a tongue-and-cheek approach, was created by experiential design studio Untitled Project to support the airline’s new campaign ‘Permitted on Board’ and the launch of the Scoot brand in new cities across Asia.
It invites the viewer on board one of Scoot’s Boeing 787 Dreamliners, which has been shot in 360 and provides options to select ‘Scoot Economy’, ‘ScootBiz’ or ‘ScootinSilence’ for a guided tour of the respective cabins.
Once on board the real aircraft, viewers will find dancing holiday-makers, mischievous children, astronauts, robots and a levitating yogi as some of the fun, animated characters making up the cabin crew and passengers.
Creating this complex VR experience was no mean feat, as it required a 360 shoot of the aircraft itself and creation of animated CGI characters, which are based on the portfolio of illustrated characters that the airline has created for marketing purposes. To achieve this, Untitled Project used 3D modelling and motion capture to bring these characters to life and star in the VR content.
“This is the type of brief that Untitled Project thrives on – a VR project that enabled us to fuse 360 footages, 3D animation, motion capture and mobile app development. VR has unrivalled power to take consumers straight to the heart of the action,” said Warren Mackenzie, founder & creative director of Untitled Project.
“The result is that viewers will walk away with a sense that Scoot gives them complete control over their flight experience, without taking itself too seriously. Thanks to our brave and forward-thinking client, we can’t wait for people across the region to take part.”
Added Jacqueline Loh, vice president of marketing at Scoot; “People have low expectations when it comes to low-cost travel, and what better way to change perceptions than to let them experience Scoot for themselves? Thanks to the creativity and technical skills of the team at Untitled Project, we have created a very impactful experience.”
“The immersive VR content has enabled us to communicate the rational benefits of flying Scoot such as Wi-Fi, in-flight entertainment, extra leg-room and meal options, while also connecting with potential customers on an emotional level by demonstrating how Scoot gives you the freedom to tailor your flight experience according to your needs, all at an accessible price. This was our first foray into VR and we are delighted with the results.”
Untitled Project also built a custom VR player for Scoot to allow consumers to navigate through the virtual cabins seamlessly and make use of ambisonic spatial audio to elevate the aural experience. In addition, an array of 360 videos in different languages were created for use on social media, each highlighting the different benefits of flying with Scoot.
The roll-out is taking place across nine territories including China, Malaysia, Philippines, Thailand, Indonesia, Australia, Japan, Taiwan and Indonesia, while pop-up VR experience zones will be created in high traffic areas in each market.