Airline Case Study 080425.pdf

How a global premium airline’s multi-campaign approach engaged high-value Singaporean travellers on TV to drive outbound bookings.

The airline partnered with StarHub Advanced TV, powered by Hoppr, to build sustained brand presence and inspire travel bookings among Singaporean audiences.

Through three sequential campaigns, Summer Travel ‘24, Premium Economy ‘24, and Leisure to Europe ‘25, the airline achieved targeted reach, high completion rates, and precision audience engagement, positioning itself as the airline of choice for outbound travel.

Brand Overview

The airline is a global leader in premium air travel, connecting passengers to over 150 destinations worldwide with exceptional service and comfort.

Their Problem

They needed to cut through media fragmentation and engage affluent and leisure travellers in Singapore across multiple flight products, from summer travel opportunities to premium economy awareness, and leisure travel to Europe.

Each campaign required tailored targeting, sequential messaging, and real-time optimisation.

Why StarHub Advanced TV?

StarHub Advanced TV, powered by Hoppr, offered them the ability to target distinct household segments with premium, large-format, placements across live TV, VOD, and streaming app environments.

This ensured guaranteed reach and frequency, measurable outcomes, all whilst removing the wastage associated with traditional linear buying practices.

Solution

Across all three campaigns, the airline leveraged a multi-layered approach to creative execution, audience targeting, and buying strategy to ensure maximum impact and precision.

Creative Approach

Each campaign was anchored by high-quality, premium creative assets, from the hero 15-second Summer Travel and Premium Economy ads (featuring a globally recognised brand ambassador) to short-form destination and feature-focused executions.

Sequenced messaging across long and short-form formats ensured continued engagement and message reinforcement.

Audience Targeting

Using Darwin (Hoppr’s proprietary planning, campaign management, and reporting platform), the airline identified and targeted distinct household segments based on family composition, affluence, and demonstrated media consumption patterns.

Custom audiences were built from second-by-second viewing data, enabling them to follow their audience across multiple TV environments and deliver tailored messaging.

Buying Model

Direct Guaranteed deals formed the foundation of each campaign, guaranteeing reach and frequency, and most importantly audience share of voice.

Campaign 1: Summer Travel Mar ‘24

Target Audience

• 54,876 households with kids (164,628 individuals)

• 142,614 households without kids (427,842 individuals)

Execution

• Launched with a 15-second ad over a 3-week period, targeting households based on family makeup and viewing preferences.

• Households with kids were identified via strong engagement with family orientated content, animation VOD and children’s channels.

Key Placement Moments

• Peak impressions for households with kids between 8–11am and 6–9pm.

• Households without kids showed strongest engagement between 12–3pm and 7–10pm.

Performance

• 403,056 completed views, with a 91.4% completion rate, far surpassing the industry benchmark of 67.3%.

• 49–50% of evening viewing (6–9pm) on VOD, highlighting optimal placement timing.

Campaign 2: Premium Economy ‘24

Objective

• Raise awareness and drive consideration for their new Premium Economy class.

Audience

• 41,000 affluent households with daily frequency capping.

Execution

• High-impact burst and sustain strategy.

• 4-week initial burst

• 6 sustain periods with 2-week gaps in between

• Delivered 700,000 impressions across premium placements

Creative Assets

• “Call it Something Else”: 15-second hero ad featuring their brand ambassador

• Dining and Big Screen: 10-second feature-focused assets

Performance

• Consistent exposure across affluent segments, reinforcing product features and elevating brand prestige.

Campaign 3: Leisure to Europe ‘25

Objective

• Reach leisure travellers planning summer trips to Europe.

Inventory Focus

• Power On ad unit: The first ad viewers see each day.

Execution

• Post-roll placements after exiting Streaming Apps, Live TV & Catch-Up TV, and VOD.

• Delivered 350,000 impressions over a 4-week campaign.

• Reached 49,078 households, with a frequency of 6.6 ads per household.

Performance

• Precision targeting of leisure travellers

• Premium, distraction-free placements

• Cost-efficient delivery and real- time reporting

Results

• Over 1.45 million impressions delivered across three integrated campaigns.

• Built and refined high-value audience segments based on family composition, affluence, and travel interest.

• Achieved completion rates exceeding industry benchmarks, with campaign-specific peaks (91.4% on Summer Travel).

• Enabled the airline to sequentially move from awareness building to product consideration and destination-specific inspiration.

• Real-time reporting via Darwin provided actionable insights for optimising future campaigns.

Key Learnings

• Family and household-based segmentation delivered exceptional relevance and engagement.

• High-impact placements at key viewing moments (Power On, Post-roll) were crucial in building sustained brand presence.

• Sequential storytelling across multiple flights and audience types kept the airline top-of-mind throughout key seasonal travel windows.

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