| Title | RAIN-CODES |
| Brand | CEBU PACIFIC AIR |
| Product / Service | CEBU PACIFIC |
| Category | A05. Use of Ambient Media: Large Scale |
| Entrant | OGILVY & MATHER GROUP HONG KONG, HONG KONG |
| Entrant Company | OGILVY & MATHER GROUP HONG KONG, HONG KONG |
| Advertising Agency | GEOMETRY GLOBAL Hong Kong, HONG KONG |
| Advertising Agency 2 | OGILVY & MATHER GROUP HONG KONG, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Reed Collins | Ogilvy/Mather Group/Hk | Chief Creative Officer |
| Daniel Comar | Geometry Global Singapore | Regional Executive Creative Director |
| Kenny Blumenschein | Geometry Global HK | Head Of Creative |
| Paul Ho | Geometry Global HK | Creative Director |
| Sean Chen | Geometry Global HK | Digital Art Director |
| Paul Sin | Geometry Global HK | Art Director |
| Mikyung Kim | Redworks HK | Head Of Tv |
| Laurens Bouwkamp | Redworks HK | Technical Manager |
| Bryan Nguyen | Redworks HK | Senior Web Developer |
| David Paysant | Geometry Global HK | Managing Director |
| Harshad Sreedharan | Geometry Global HK | Group Account Director |
| Olivia Paul | Geometry Global HK | Account Manager |
The campaign didn’t need to rely on heavy online media investment to drive traffic to their digital platform but instead it used a surprising and unconventional method. The communication achieved its goals and in just the first month of storms, sales though the online booking site grew 37% month-on-month. By leveraging on a negative meteorological aspect about Hong Kong, Cebu Pacific has lived up to it’s brand positioning of “Why Everyone Flies” and has given travelers another reason to fly in the most innovative manner.
The media team employed the unconventional outdoor medium, roads, and then used a mobile site to enhance the whole experience. Using the innovative “NeverWet™” liquid repellant spray, we left invisible advertisements in the busiest spots across Hong Kong. It is only until the stormy skies arrived, the rainwater revealed the advertisements with an embedded QR-code. People were surprised with this unique experience seeing how rain brought the advertisement to life next to where they were standing. With mobile penetration at 237.6% in 2013, a mobile site was a logical next step. Using their mobile phones, passerby’s scanned the QR-code which led them to a mobile booking engine. Depending on the data directly from the local weather authority, the booking system changed according to the weather. During rainfall, the landing page provided a special promotion code for discounted flights to the Philippines. When the rain stopped, the offer dried up too….
During Hong Kong’s monsoon season, there are barely 100 hours of sunshine. The constant, heavy precipitation makes the desire for sun even stronger. Cebu Pacific wanted to take advantage of the bad weather and get people to the sunny Philippines and grow sales through their online booking site and increase consideration as a flight option. Aiming to change their main focus of overseas Filipino workers living in nearby countries, how could a low-cost airline with a small marketing allocation use bad weather to attract Hong Kong leisure travelers to take their flights to the Philippines again?