A First-class Airport Experience from Changi Airport Group


Showcasing an airport that is the destination.

Customer-experience is at the heart of what the Changi Airport Group (CAG) is about. They’re constantly striving to find exciting and memorable ways to make a visit to the Changi Airport more enjoyable, whether that’s by introducing new, innovative technologies, or creating a beautiful Butterfly Garden in the terminal, just for pure enjoyment.

It’s this thinking that has earned CAG the title ‘Innovator of Experience’. So when they asked Because to help them bring this admirable label to life in an exhibition stand at the Singapore Airshow, Asia’s largest aerospace and defence event, we understandably jumped at the chance.

The stand had to inform consumers about the airport and its future plans, drive engagement and encourage social amplification, in a way that showcased CAG’s tech-forward ethos.


The airport experience can be a sterile one. However, Changi’s is anything but, and we wanted our stand to reflect that. So we used interactive projection walls to bring the airport’s core content themes to life.

When visitors touch indicated sections of the wall, an animated story is triggered and played out, delivering key information about the airport, its future and its sustainable initiatives in an entertaining way.


An interactive, virtual trampoline game takes players on an adventure through the airport to explore all the terminals’ highlights, including the Butterfly Garden and Jewel. Participants have to jump to avoid obstacles, and collect butterflies to release back into the garden to score points and win great prizes.

At the end of the game, players can strike a pose mid-air for a personalised 360° GIF of themselves to share on social media.

To extend the reach of the live brand activation socially, all the elements throughout the stand have also been designed to be shared.


Gwyn Humphreys, Business Director at Because SEA comments, “The Changi Airport Group (CAG) booth is an innovative, interactive experience designed to showcase the wonders of Changi to visitors at the Singapore Airshow. In line with CAG’s pursuit to use innovative technology to present game-changing experiences within the airport, we have used cutting-edge technologies to allow guests to get hands-on with the best of what Changi has to offer.”

There’s a reason Singapore’s Changi Airport has been rated the World’s Best Airport by Skytrax for the seventh consecutive year. They are true ‘Innovators of Experience’ and really care that the people who pass through their space, have fun doing so. They believe their airport is a destination, and we believe we have created a stand that showcases that.

The Singapore Airshow is taking place from the 11th to the 16th of February, and is open to the public from the 15th. If you happen to be in Singapore, come pay us a visit. If not, stay tuned for a follow-up post.

The Airshow is not the only place Because has been challenged to add some sizzle to the airport experience. Take a look at the avant-garde, sensory pop-up we stirred up with Bombay Sapphire and Heinemann Australia in the Sydney Airport.

Author bio


I have over 15 years of experience in delivering award-winning campaigns across a multitude of marketing sectors in New York, London,
Singapore and Hong Kong.