| Title | TRAVEL ZODIAC |
| Brand | CATHAY PACIFIC AIRWAYS |
| Product / Service | CATHAY PACIFIC AIRWAYS |
| Category | D01. Curation of Data |
| Entrant | McCANN HONG KONG, HONG KONG |
| Idea Creation | McCANN HONG KONG, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Guilherme Pecego | McCann Worldgroup Hong Kong | Creative Director |
| Martin Lever | McCann Worldgroup Hong Kong | Executive Creative Director |
| Dan Jacques | McCann Worldgroup Hong Kong | Associate Creative Director |
| Brandon Cheung | McCann Worldgroup Hong Kong | Managing Partner |
| Julia Broughton | McCann Worldgroup Hong Kong | Group Account Director |
| Adina Surdu | McCann Worldgroup Hong Kong | Account Director |
| Isobel Jordan | McCann Worldgroup Hong Kong | Account Manager |
| Evelyn Chan | McCann Worldgroup Hong Kong | Chinese Creative Director |
| Yvonne Cheng | McCann Worldgroup Hong Kong | Junior Copywriter |
| TingNgo Mok | McCann Worldgroup Hong Kong | Digital Art Director |
| Jay Lee | McCann Worldgroup Hong Kong | English Copywriter |
| Doris Law | McCann Worldgroup Hong Kong | Assistant Digital Producer |
| Kwoksum Pun | MRM McCann Hong Kong | Senior Programmer |
| Remi Gasek | MRM McCann Hong Kong | Director of Development and Technology |
Travel Zodiac is a data collection campaign aimed at acquiring as much data as possible to better understand and target Cathay Pacific’s customer base with future travel offers. Travel Zodiac achieved this by offering users something special in return, their travel fortune. This campaign played on the fact that Hong Kong is one of the most superstitious cities in the world, where the Chinese zodiac is often used to dictate all aspects of people’s lives and behaviours. Travel Zodiac asked users to exchange travel preferences in return for their travel fortune and a promo code to fulfill that fortune. The enormous traffic generated from this idea crashed the servers, gave Cathay more data than it had ever had on its regular travellers and led to one of Cathay Pacific's biggest sales spikes in years.
We timed our campaign to launch at the time of year when people most consult their Zodiac fortune: Chinese New Year. First, we sent our offer of a travel fortune reading in the form of an EDM. We used an art style inspired by Chinese New Year and traditional Zodiac art. Users were redirected to an interactive mobile site where they were asked to select Zodiac Animal and input multiple travel preferences such as, favourite destinations, preferred way of travelling and frequency of travel. Our fortune algorithm, based on several Zodiac Experts opinions, generated a unique fortune reading based on their animal and preferences selections. A promo code was then generated for them to complete their fortune by instantly booking on the Cathay Pacific booking site. The data collected shaped Cathay Pacific’s entire targeted marketing strategy for the year, allowing them to individually target each customer in their data base – resulting in unprecedented growth in offer click-thru rates.