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Scoot, the low-cost subsidiary of Singapore Airlines (SIA), launched the second edition of its Scoot With Heart campaign in December, reaffirming its commitment to celebrating meaningful human connections through stories that go beyond travel.

This year’s campaign introduces the theme of “What if?”, a reflection on the connections that shaped us in ways we may have forgotten and relationships we sometimes let fade, from childhood friends who felt like family, to family members we meant to call. Through the campaign, Scoot hopes to encourage the community to shift their perspectives and embrace their own “What if” moments as opportunities for growth.
Yi Ling
To bring to life the campaign, Scoot commissioned The Smart Local (TSL) to develop social media assets featuring a series of stories of everyday people. At the heart of the campaign are two reunion films featuring Scoot employees, whose personal journeys embody the theme of reconnection. Their stories can be viewed on Scoot’s and TSL’s Instagram and TikTok pages.
  • In the first story, Scoot pilot Ms Vanessa Khaw takes a rare step back from the cockpit to reflect on family and motherhood. While listening in to an interview with her family, Vanessa reacts with quiet emotion when her husband and daughters share heartfelt messages about her. She steps forward to reunite with them, igniting a burst of laughter as the family ruminates about bringing her own “What if” moment to life. Later, Scoot makes her family’s dream come true by arranging for her family to join her onboard a flight to Nanjing which she piloted.

  • The next story follows Ms Asmidar Hamedon, a Section Manager at Scoot’s Ground Operations department, as she revisits her childhood in the kampongs of Pulau Ubin. As she shares fond memories of growing up alongside her cousin, Ismali, he listens in from another location before stepping forward to surprise her. The two spent the day reliving their shared past on the island, a heartwarming reminder that even after years apart, it is never too late to reconnect.

  • Beyond these reunion stories, the campaign extends into a digital photo series featuring 20 everyday individuals in Singapore, each sharing their personal “What if” on handwritten message boards. From a sister wishing for one more conversation with her late brother, to a young woman hoping to visit her childhood helper in the Philippines, these stories capture the universal desire to reconnect with the people and memories that have shaped our lives.

Asmidar and Ismali

Ms Agatha Yap, Director of Marketing, Communications & Loyalty at Scoot, said, “What if is a question we all ask ourselves at some point in our lives,

whether it relates to the people we miss, the words we did not say, or the time we wish we had made. Through this year’s Scoot With Heart campaign, we want to remind everyone that meaningful connections can be renewed. Sometimes, all it takes is a single step. Scoot has always believed in connecting people to not only places, but also to each other, and we hope these stories inspire our community to take that first step to turn their own What if into moments of reconnection.”