Scoot Airlines has such a distinct, humorous way of marketing its low-cost flights that other brands wanted to copy the competition. After releasing logos, discount campaigns and advertisements, the travel brand was quick to notice that another company, Spirit's marketing strategy seemed awfully similar. Rather than attacking the company Scoot put together a humorous kit to make it easier for Spirit to copy its distinct image.
The kit was padded with shredded Scoot advertisements, branded illustrations that could be traced and instructions "to hold their hand through the creative process."
As well as calling out Spirit Airlines, the stunt was a great way to generate publicity for low-cost Asian airlines Scoot. As a result, Spirit Airlines employees and spokespersons even reached out to congratulate Scoot on the ingenious marketing campaign.
Key Themes Behind This Trend
- Copycat Marketing
- Companies are increasingly using humor and branding kits to mock and make it easier for competitors to copy their distinct brand image.
- Low-cost Asian Airlines
- The low-cost carrier market is growing in Asia, with airlines like Scoot and AirAsia offering affordable flights throughout the region.
- Humorous Campaigns
- More brands are using humor as a way to market themselves and stand out in a crowded marketplace.
Where This Applies
- Airlines
- Airlines are increasingly using marketing campaigns to differentiate themselves from competitors in a crowded market.
- Advertising and Branding Agencies
- Agencies can develop creative branding kits for clients that mimic Scoot's humorous approach for copycat competitors.
- Travel Industry
- Companies in the travel industry can leverage humorous marketing campaigns to generate publicity and differentiate their brand in a crowded market.
