Changi enters the metaverse with ChangiVerse

Changi Airport Group (CAG) is entering 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. 

Don't miss: Changi Airport's retail sales hit SG$1.1b in 2022 as passenger traffic recovers

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.

“With ChangiVerse, we want to strengthen Changi Airport’s position as more than just a transport node, but a fun and magical destination where memories are created," said Hung Jean, the group senior vice president of CAG's enterprise digital ecosystem and business division. "With our customers becoming more digitally savvy and interacting in the digital space, ChangiVerse is also about engaging our customers and serving them better through innovation and experimentation, in line with our belief of customers being at the heart of everything we do.”

The metaverse experience comes as CAG continues its efforts to revolutionise traveler and visitor experience through interactive technology and creativity, a goal that they have steadily been achieving after the airport recently reported that its retail scene is seeing a steady recovery post-pandemic after reporting that over nine in 10 landside and airside shops at the airport's four terminals are open for business. It was also revealed that the airport has recorded total concession sales of SG$1.1 billion (taking into account stores in the transit and public areas, as well as its online sales) in 2022.

The metaverse experience aims to add a new dimension to boost customer acquisition, engagement and brand loyalty. 

The experience was created in collaboration with Accenture’s Metaverse Continuum Business Group and it builds on the partnership between Accenture and CAG to develop, experiment and launch new digital products and services. 

“We are privileged to collaborate with CAG to drive digital-physical convergence through ChangiVerse. By combining digital and physical worlds, ChangiVerse can simulate the airport environment, creating immersive experiences that elevate human interactivity to new dimensions, enhance customer experiences, and drive innovation," said Wee Wei Ng, the Southeast Asia market unit lead for Accenture. "We look forward to exploring new opportunities for CAG to leverage emerging technologies and differentiate themselves in the industry, as they continue to pioneer and provide revolutionary solutions for their customers in this exciting new era,” she continued.

MARKETING-INTERACTIVE has reached out for more information. 

The news comes as CAG reappoints Ogilvy Singapore as its creative and digital agency for a period of two years with an option to extend for another two years. The appointment begins 1 April 2023 onwards. The move comes following an extensive pitch process that began mid last year, first reported by MARKETING-INTERACTIVE. Ogilvy Singapore has been CAG’s agency of record for the brand for the last five years.

In an earlier tender seen by MARKETING-INTERACTIVE, the documents outlined that the appointed agency will be required to undertake, but is not limited to strategic planning, marketing support and creative services as well as digital marketing. Responsibilities include marketing ideas; strategic planning for brand enhancement, retail offers, and digital engagement; creative development; refreshing Changi Airport's website; as well as digital marketing services such as redesign and conceptualisation of eDMs.

Moving forward, Ogilvy will be responsible for all creative communications across all touchpoints for Changi Airport Group. Kelvin Ng, VP, corporate and marketing communications, CAG, said “We would like to congratulate Ogilvy for retaining the account, and thank everyone who was involved in the process for their dedication and effort.”

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