Residents of Hong Kong that are forced to endure the annual monsoon season now have a friendly reminder that "It's Sunny in the Philippines" courtesy of Cebu Pacific. The budget carrier has taken the initiative to inspire bored commuters on a rainy day to consider a sunny holiday in the Philippines using a unique travel advertisement that only appears in wet weather.
 |
| Copyright Photo: Ogilvy & Mathers |
The innovative campaign created by advertising agency Ogilvy & Mathers has literally spray-painted Hong Kong streets with a sunny advertisement that only appears if the pavement is wet. Designed to coincide with the city's annual monsoon season, the campaign uses ingenious technology to appear only when it rains. The publicity stunt takes advantage of Hong Kong's limited sunshine during the monsoon season when the city receives just 100 hours of sunshine each month.
 |
| Copyright Photo: Ogilvy & Mathers |
The campaign was rolled out onto the city's pavements using a waterproof spray and a stencil. The advertisements remain invisible until wet weather arrives. As water droplets make contact with the ground, rolling off of the sprayed surface, the message is revealed. Not only does Cebu Pacific inform unsuspecting commuters that "It's Sunny in the Philippines" but they also include a QR code, which can be scanned on the ground using their smart phones to reveal the latest flight deals to the sunny Philippines. In this case, the QR code is considered a 'rain code.'
 |
| Copyright Photo: Ogilvy & Mathers |
According to Ogilvy & Mathers, the monsoon season campaign has resulted in a 37 percent increase in people logging onto the Cebu Pacific website to purchase discounted flights. As Kenny Blumenschein, Head of Creative for Geometry Global Hong Kong explains, the campaign was designed to set Cebu Pacific apart from the rest. "The budget airline industry is highly competitive, which makes it difficult to stand out," said Blumenschein. His agency worked alongside Ogilvy & Mathers on the campaign.
Reed Collins, Chief Creative Officer for Ogilvy & Mather, added that the campaign has earned a lot of attention and sparked a lot of action. "Hong Kong summers are notorious for thunderstorms, so we thought, why not use the rain to bring a little sunshine into people's lives?" said Collins. "Our 'rain codes' were so unexpected, something people had never seen before. The campaign received a lot of attention, but even better, they sparked action."
Ang galing naman hihihi!
ReplyDelete