Overview
Overview
PacificLight collaborated with KrisFlyer to offer customers 1.2 KrisFlyer miles for every 1 kWh of energy consumed. Our role was to ideate, visualize, and deliver a fully integrated campaign that connects emotionally with KrisFlyer members and household decision-makers. The campaign included visual storytelling, persona-driven messaging, and interactive assets designed to convert interest into action.
PacificLight collaborated with KrisFlyer to offer customers 1.2 KrisFlyer miles for every 1 kWh of energy consumed. Our role was to ideate, visualize, and deliver a fully integrated campaign that connects emotionally with KrisFlyer members and household decision-makers. The campaign included visual storytelling, persona-driven messaging, and interactive assets designed to convert interest into action.
Challenge
Challenge
To make the campaign resonate, we had to overcome category-specific barriers and audience expectations. These challenges informed every aspect of our creative and strategic decisions:
To make the campaign resonate, we had to overcome category-specific barriers and audience expectations. These challenges informed every aspect of our creative and strategic decisions:
Frequent flyers had exhausted conventional ways of earning miles and were disengaging from travel rewards.
Frequent flyers had exhausted conventional ways of earning miles and were disengaging from travel rewards.
Utility services are traditionally seen as transactional and uninteresting, making it hard to stand out.
Utility services are traditionally seen as transactional and uninteresting, making it hard to stand out.
The target audience spanned diverse segments—from high-income business executives to value-driven, budget-conscious millennials—requiring layered messaging and creative flexibility.
The target audience spanned diverse segments—from high-income business executives to value-driven, budget-conscious millennials—requiring layered messaging and creative flexibility.
PacificLight’s identity had to evolve visually while still aligning with both its core values and KrisFlyer’s premium feel.
PacificLight’s identity had to evolve visually while still aligning with both its core values and KrisFlyer’s premium feel.
Service
Service
Creative Concept & Key Visuals
Creative Concept & Key Visuals
Campaign Messaging & Copywriting
Campaign Messaging & Copywriting
Digital Display Ads + Print Assets
Digital Display Ads + Print Assets
Persona & Journey Mapping
Persona & Journey Mapping
Interactive Microsite Design
Interactive Microsite Design
Gamified Activation Concepts & Development
Gamified Activation Concepts & Development
Approach
Approach
01.
Persona-Driven Messaging
We developed three key personas to tailor messaging around motivations and pain points, ensuring relevance for all household decision-makers.
01.
Persona-Driven Messaging
We developed three key personas to tailor messaging around motivations and pain points, ensuring relevance for all household decision-makers.
02.
“Miles Made Simple” Visual Narrative
We crafted a calming, travel-inspired visual—blending home comfort with the feel of an airplane cabin—to connect everyday living with flight rewards.
02.
“Miles Made Simple” Visual Narrative
We crafted a calming, travel-inspired visual—blending home comfort with the feel of an airplane cabin—to connect everyday living with flight rewards.
03.
Color System Strategy
We introduced calming blues and an orange-blue gradient to evoke travel and align with KrisFlyer, enhancing flexibility across all formats.
03.
Color System Strategy
We introduced calming blues and an orange-blue gradient to evoke travel and align with KrisFlyer, enhancing flexibility across all formats.
04.
Ad Format Adaptability
We structured the visual layout to allow for responsive cropping across all ad ratios—static OOH, mobile banners, digital placements—without losing key messaging elements.
04.
Ad Format Adaptability
We structured the visual layout to allow for responsive cropping across all ad ratios—static OOH, mobile banners, digital placements—without losing key messaging elements.
05.
Interactive Microsite
The React.js microsite let users estimate mile earnings, compare plans, and sign up—all in one seamless experience.
05.
Interactive Microsite
The React.js microsite let users estimate mile earnings, compare plans, and sign up—all in one seamless experience.
06.
Immersive Activation Games
We created two digital mini-games to boost engagement: an IG AR suitcase game and a pixel-style web game where users earned miles by powering appliances.
06.
Immersive Activation Games
We created two digital mini-games to boost engagement: an IG AR suitcase game and a pixel-style web game where users earned miles by powering appliances.
Result
Result
The campaign successfully positioned PacificLight not just as an energy provider, but as an enabler of travel aspirations through everyday habits. The integrated use of creative storytelling, emotional appeal, and gamified touchpoints created high brand recall and measurable interest across customer segments.
The campaign successfully positioned PacificLight not just as an energy provider, but as an enabler of travel aspirations through everyday habits. The integrated use of creative storytelling, emotional appeal, and gamified touchpoints created high brand recall and measurable interest across customer segments.
500
Sign-Ups in 2 Weeks
500
Sign-Ups in 2 Weeks
100%
Brand Visibility
100%
Brand Visibility
200%
Digital interactions
200%
