Digital Transformation Consulting

The case study details Changi Airport Group's (CAG) creation of the ChangiVerse, an immersive metaverse experience built to address the challenge of maintaining passenger engagement beyond physical visits to the airport. The niche issue involved enhancing the emotional connection and brand loyalty by replicating and extending the airport’s renowned features, such as indoor and outdoor gardens, entertainment activities, and iconic amenities like the Rain Vortex and Forest Valley, into a virtual environment accessible globally. The tailored solution involved developing ChangiVerse using the popular online gaming platform Roblox, enabling users to explore a digital twin of Jewel Changi Airport, participate in interactive games such as go-kart racing and cycling along Jurassic Mile, and earn tokens for virtual customization of planes and luggage, thus fostering ongoing engagement.

Quantifiable and specific results include over 7 million visits in the first three months, with more than 2.5 million unique visitors from around the world. The campaign employed targeted digital marketing, influencer outreach, and in-airport promotions, coupled with a contest offering free airline tickets to top performers, successfully boosting interest and interaction. The project was completed in less than a year from proof of concept to launch, demonstrating an accelerated innovation timeline. This strategic virtual extension not only reinforces customer loyalty but also adds a new dimension to traveler experiences by challenging traditional notions of destination engagement, effectively blending entertainment, gamification, and brand connectivity on a global scale.