Outdoor & Events

Rain-Codes

Cebu Pacific Air

Issue 32 | September 2014

Agency

Geometry Global HK

Creative Team

Chief Creative Officer Reed Collins Regional Executive Creative Director Daniel Comar Head of Creative Kenny Blumenschein Creative Director Paul Ho Digital Art Director Sean Chen Art Director Paul Sin Senior Web Developer Bryan Nguyen

Production Team

Managing Director David Paysant Group Account Director Harshad Sreedharan Account Manager Olivia Paul

Date

April 2014

Background

Cebu Pacific was a budget airline with a small marketing budget. The task was to come up with a highly cost effective idea during the rainy season, which would stimulate the city-dwellers of Hong Kong to book flights away from it all at cebupacific.com.

Idea

Using the innovative nano technology spray "NeverWetTM" liquid repellant spray and specially designed stencils, invisible advertisements were left on the sidewalk and on the roads in the busiest spots across Hong Kong. When it rained, suddenly the ads became visible.

The design featured a water generated QR code. When passers-by scanned this, it took them directly to a mobile booking engine that offered them 50% discount on flight tickets to a sunny destination in Philippines. A special offer at a time when people needed it most.

Results

Without a heavy online investment, in the first month of the monsoons sales through the online booking engine were up 37% month-on-month.

By leveraging the negative meteorological aspect of life in Hong Kong, Cebu Pacific didn't just give people an unexpected smile on rainy days, it lived up to its brand positioning of "Why Everyone Flies".

Our Thoughts

Surprise and delight. If you can build those two elements into an idea, you’re onto a winner, be it online or offline. This must be this year’s best use of pavement.

Right time, right place, right message, right on!