Digital Transformation Consulting

The client, Changi Airport Group (CAG), faced the challenge of deepening engagement and strengthening connections with passengers by creating a digital environment that mirrored the real-world airport's experiences, accessible beyond the physical location. They aimed to extend the airport's iconic spaces and activities, such as the Jewel Changi Airport complex with its Rain Vortex and Forest Valley, into a virtual realm that could be enjoyed by travelers and non-travelers alike, promoting ongoing engagement and brand loyalty.

The tailored solution involved developing ChangiVerse, an immersive metaverse experience launched on the popular gaming platform Roblox. The project recreated Jewel Changi Airport with detailed interactive features, including a go-kart racetrack, Jurassic Mile cycling path with dinosaurs, and the ability for users to earn tokens for virtual goods like customized planes and luggage. The experience integrated non-playable characters (NPCs) for navigation, sharing fun facts, and unlocking VIP access, all designed through insights and gamification strategies to maximize user engagement and repeat visits.

Quantifiable results demonstrated the success of this initiative: within the first three months, ChangiVerse attracted over 7 million visits, with more than 2.5 million unique users globally. The project also leveraged influencer marketing, digital campaigns, and in-airport promotions, further boosting engagement. Special contests offering free airline tickets for top go-kart competitors helped generate additional interest. This innovative virtual platform not only expanded the airport’s brand experience but also carved a new pathway for engaging customers by blending entertainment with travel experiences, effectively redefining how passengers and potential travelers interact with the destination in a digital environment.