Ogilvy Singapore and Changi Airport launch immersive “Changi Millionaire Experiences”
Ogilvy Singapore has revitalized Changi Airport Group’s (CAG) signature retail campaign, transforming it into an immersive experience that offers shoppers the chance to win the ultimate luxury travel getaway. The refreshed campaign features stunning activations and storytelling across the airport, bringing dream holiday destinations to life while creating unforgettable moments for travelers.
Driven by a shift in consumer preferences and the booming experience economy, a strategic shift was made by introducing a new program, new name, refreshed mechanics, and enticing prizes. The refreshed year-long program which is designed to amplify foot traffic and retail sales across Changi Airport, Jewel Changi Airport, and iShopChangi, is running from 15 January to 31 December 2025, offering participants the chance to win curated luxury travel experiences to one of the five featured destinations. All eligible participants will also stand a chance to win a luxury Porsche Taycan at the year-end grand draw. The experiences include private tours and personalised concierge services, with itineraries featuring unique activities such as swimming with dolphins, private access to fashion houses, and husky sledding under the Northern Lights, and up to suite-class flights and accommodation.
Ogilvy Singapore partnered CAG to craft the campaign idea and launched it together with Ogilvy PR & Influence. The launch showcased the immersive experiences throughout the airport, including five eye-catching installations showcasing the campaign’s five prize destinations: the Bahamas, Finland, Kyoto, Paris and South Africa. To make participation seamless, interactive kiosks have been strategically placed throughout the airport, allowing shoppers to instantly scan their receipts and submit entries for the draw. Alongside online participation, these kiosks provide a convenient and engaging way for travelers to join the campaign and stand a chance to win unforgettable experiences
The campaign launch was marked by a media event on 15 January, attended by close to 40 local and international key opinion leaders (KOLs). Through strategic media relations and influencer outreach, Ogilvy Singapore secured extensive media coverage and influencer engagement, generating substantial buzz and excitement. A multi-faceted approach across above-the-line (ATL) media, social, and digital channels amplified the campaign’s reach, featuring static and animated key visuals, teaser videos, event highlights, KOL content, and targeted digital banners.
“We are thrilled to partner with Changi Airport Group to reimagine this iconic campaign,” said Shirley Tay, Chief Client Officer at Ogilvy Singapore. “By focusing on bespoke luxury travel experiences, ‘Changi Millionaire Experiences’ not only offers incredible prizes but also taps into the post-pandemic desire for meaningful travel and exploration.”
“With a 15-year-long history, it’s fantastic that we have the chance to spearhead its next era and creatively bring to life this winning experience for Singaporeans and travelers alike,” added Sudhir Pasumarty, Creative Director at Ogilvy Singapore.
“Our partnership with Ogilvy marks a significant milestone in our commitment to delivering exceptional experiences to passengers in Changi Airport,” said Nicole Foo, Vice-President at Changi Airport Group. “By combining innovation with creativity, we’re confident that this collaboration will not only resonate with our customers but also drive meaningful results.”
For more information about Changi Millionaire Experiences, visit the official Changi Airport website.
Credits
Agency: Ogilvy Singapore
Chief Client Officer: Shirley Tay
Business Director: Nelly Lim
Account Director: Jem Lee
Senior Account Manager: Elaine Lim
Chief Creative Officer: Nicolas Courant
Creative Director: Sudhir Pasumarty
Associate Creative Director: Dana Lim
Senior Copywriter: Chun Sim
Joint Head of Strategy: Ishita Roy
Senior Strategist: Joanne Hoe
Production
Operations Director: Lee Choo Kong
Content Producer: Carissa Chin
Producer: Justin Goh
Post Producer: Zoe Wang
Senior Project Executive: Pei Xuan Lim
Senior FA: Marq Wong
Senior Retoucher: Marvin Yang
Senior Designer: Justina Tay
Editor: Aslinda Amir
Content Creative Director: Keith Su
Videographer: Sharon Hoo
Partners
Images and Videos: WAO Pte Ltd
Media Event: The Moment Collective
Installations: Visual Studio Singapore
