The One Show
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Category
Experiences / Outdoor Spaces
Annual ID
150438A
About the Work
Hong Kong’s monsoon season with barely 100 hours of sunshine makes the desire for sun even stronger. Cebu Pacific took advantage of the bad weather and got people excited about discounted flights to the Philippines and aim to grow sales through their online booking site. How could a low-cost airline with a small marketing allocation attract Hong Kong leisure travellers to take their flights to a sunny paradise? Using the innovative “NeverWet™” liquid repellant spray, we left invisible advertisements in affluent spots across Hong Kong. It is only until the stormy skies arrived, the rainwater revealed the advertisements with an embedded QR-code. Passerby’s scanned the QR code which led them to a booking engine that offered them special deal on flight to a sunny destination in Philippines. Once the rain stopped, the offer dried up too. Sales though the online booking site grew 37% month-on-month.
2015 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
Geometry Global / Hong Kong
Ogilvy & Mather / Hong Kong
Production Company
Redworks / Hong Kong
Chief Creative Officer
Reed Collins
Executive Creative Director
Daniel Comar
Kenny Blumenschein
Agency Producer
Mikyung Kim
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