scan.earn.fly. - kris+ by Singapore airlines integrated campaign
The Context:
Singapore Airlines engaged Kreate to deliver an integrated experiential marketing and brand activation campaign for Kris+ in Australia.
The objective was to increase awareness of the Kris+ platform while helping consumers understand how the rewards ecosystem worked in a practical, everyday context.
To achieve this, we developed a three-day experiential activation at Melbourne Central combining immersive brand experience, social-first content creation, influencer engagement and PR amplification.
The Objectives:
Build awareness of Kris+ and its value proposition
Deliver an engaging experiential marketing campaign
Drive app downloads and consumer engagement
Showcase the Kris+ Melbourne partner network
Generate social content and influencer amplification
Support PR and media engagement opportunities
Increase foot traffic and activation participation
What We Did:
Kreate designed and delivered a custom experiential brand activation featuring five interconnected zones that guided consumers through the Kris+ ecosystem in an engaging and interactive way.
The campaign blended experiential marketing, influencer marketing and social amplification to create both physical and digital engagement.
The experience began with a branded entry zone before moving into an interactive partner discovery area, where consumers could discover participating retailers and learn how Kris+ integrated into their everyday spending habits.
A custom claw machine mechanic introduced a playful gamified element to the experience, encouraging participation and dwell time.
The final stages of the activation showcased the aspirational rewards available through Kris+, including premium travel experiences and flights to Singapore, before concluding at the prize redemption zone.
To amplify campaign reach, Kreate delivered a supporting paid media strategy alongside influencer partnerships designed to extend visibility beyond the physical activation footprint.
Every element of the experience was intentionally designed as a content-first environment, with built-in photo moments, branded interactions and highly shareable visual touchpoints throughout the activation.
This Included:
Experiential marketing strategy
Brand activation concept development
Experience and spatial design
Custom fabrication and signage
Logistics and installation management
Interactive gaming integration
Event staffing and management
Paid media support
PR and influencer engagement
Photography and video production
Social content creation and amplification
The Impact:
The experiential campaign generated strong consumer engagement across all three days, with audiences responding particularly well to the partner discovery experience and interactive activation mechanics.
The integrated approach - combining brand activation, influencer marketing, PR and social content production - helped extend campaign reach beyond the event footprint while driving strong app download conversion.
Most importantly, the campaign successfully positioned Kris+ as an accessible lifestyle rewards app that lets you turn your purchases into flights.
Services Delivered:
Creative Concept and Strategy
Production
Installation
Logistics
Custom Build
Site Space Management
Graphic Design
Artwork and Signage
Staffing & Brand Ambassadors
Influencer Management
Media Management
Photography
Videography
