Singapore Changi Airport | Social Stunt

For many Vietnamese travelers, Singapore's Changi Airport was merely a stop on the way to somewhere else, not a destination in its own right, despite its wide range of amenities. Airports are seen as infrastructure to pass through, and standard influencer review content about airport facilities is easy to scroll past. Vero's read was that a typical review would not shift that perception, but a story unfolding in real time inside the airport could pull audiences into its attractions with a sense of urgency.

So Vero staged a narrative-driven social stunt over two days at Changi in January 2024. Influencer ST Son Thach and his crew went on a real-time mission to find actress Ninh Duong Lan Ngoc, who had been spotted exploring the airport, with her sightings driving the storyline through the terminal's attractions. The quest was told through the influencers' posts, stories and live videos, seeded across eight community groups and Changi's owned channels and backed by paid amplification. A recap video released afterwards captured the stunt for audiences who missed it live.

The missing-star premise gave audiences a reason to follow a multi-day activation rather than glance at one post, turning the airport's attractions into the backdrop instead of the subject, and the real-time cadence converted into fan-made content and news pick-ups. The campaign ran across social feeds, earned media, paid amplification and Changi's owned channels, though the specific platforms are not named in the source. Vero reports 11M paid reach, 1M total engagements, 625K recap video views and 200K engagements on earned channels; all figures are self-reported, and no perception or business outcomes were published.