Changi Airport Group names creative and digital agency for iShopChangi

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Changi Airport Group (CAG) has re-appointed Tribal Worldwide Singapore (Tribal) to head its creative and digital duties for its e-commerce platform, iShopChangi, according to a statement by the agency. The appointment marks the agency's second term with CAG, extending Tribal’s four-year track record by another three years.

Tribal will continue to provide strategic planning, creative and digital services, and customer engagement programmes to strengthen iShopChangi’s brand. Following its reappointment, Tribal will also add retail marketing duties to its scope.

Don't miss: Changi enters the metaverse with ChangiVerse

The appointment comes after a pitch process which started in 2022 and coincides with the ongoing recovery of air travel in the country. Tribal is set to capitalise on increasing opportunities to engage passengers and shoppers in a post-pandemic era, it said.

“iShopChangi is an extension of our retail value propositions into the online space,” said Nicole Foo, the vice president of Airside Concessions at CAG. “It provides greater convenience for our travellers and is also another source of revenue for our retailers. As this segment continues to grow, we look forward to working with Tribal Worldwide to continue engaging customers in new and exciting ways.”

“It has and will always be our pride and joy to work with Changi Airport,” added Leslie Goh, the chief operating officer of Tribal Worldwide Singapore. “We are excited to harness the power of behavioral science and creativity to move into a new era of customer engagement and growth. We share the same DNA of innovation as the CAG team, and we look forward to continuing as a strong partner for iShopChangi and Changi’s airside business.”

Launched in 2013, iShopChangi is Changi Airport’s e-commerce platform offering travellers easy access and greater convenience in purchasing its tax-absorbed and duty-free range of products.

In 2022, iShopChangi and Tribal brought back the third installment of its shopping marathon, iShopathon. It included discounts on global brands, livestream sessions hosted by influencers, and enticing daily specials across electronics, liquor, beauty, and wellness.

Following that, Tribal helped to conceptualise the inaugural launch of World of Wines and Spirits in a tripartite partnership between CAG and Lotte Duty Free. Retailing over 200 premium, rare, and first-in-the-region wines and spirits, the campaign mobilised an exclusive shopping experience and an immersive event for the region’s connoisseurs of quality liquor.

Recently CAG also entered the metaverse with the launch of a new experience titled ChangiVerse. The new experience, which was done in collaboration with Accenture, is a fresh way for audiences to connect with the airport and to explore its notable sights, all in the digital realm.

ChangiVerse is a digital representation of the physical airport where visitors can access a range of activities and social experiences and was developed by the airport on Roblox, a global shared experience platform.

Organised around familiar airport sights such as the impressive indoor waterfall in Jewel, the iconic Changi Control tower and the outdoor dinosaur display at Jurassic Mile, ChangiVerse aims to incorporate the best it has to offer into the metaverse.

According to a statement by Changi, users will be able to explore interactable spaces, such as a bustling café or festive glamping tent, compete in minigames, such as Changi Kart or Check-in Champ, and earn unique collectibles to give their digital avatar some extra flair.

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