FLY TO FLEE

TitleFLY TO FLEE
ClientWANNA TRAVEL LIMITED
Product / ServiceWANNA TRAVEL
CategoryB10. Use of Social Platforms
EntrantJ. WALTER THOMPSON HONG KONG, HONG KONG
Idea Creation J. WALTER THOMPSON HONG KONG, HONG KONG
Media Placement WANNA TRAVEL LIMITED Hong Kong, HONG KONG

The Campaign

Chinese New Year is the biggest celebration of the year. If you’re married, it’s also the most expensive. Custom demands that you hand out ‘Lai See’ - little red packets filled with cash. You give them to your kids, your friends’ kids, your neighbours’ kids, your unmarried friends and cousins, doormen, vague acquaintances and perhaps most expensively of all, colleagues. So we wanted to use this insight to show that if you get out of the country and escape the expense of CNY, your holiday basically pays for itself.

Creative Execution

Wanna Travel gave people a chance to escape the expense of handing out little red packets during CNY. Simply log in to the microsite with your Facebook account and it will scan your friends and see how many are unmarried. You put in the average amount you’ll put in each red packet and it will calculate the total amount you’re going to spend this year. It will then show you which destinations you could fly off to for the same amount or less.

During the promotion period, the page had an average of over 600 visitors a day, helping to increase sales by 23% compared to the previous year.

The media is integral to the idea, as it uses your Facebook friends' relationship status to work out how much Chinese New Year is going to cost you.

Insights, Strategy and the Idea

The campaign was aimed at married people in their late twenties to mid thirties who enjoyed travel, using targeted Facebook ads and online banners.

Credits

Name Company Position
Simon Welsh J. Walter Thompson Hong Kong Chief Creative Officer
Wilson Ang J. Walter Thompson Hong Kong Group Creative Director
Max Fung J. Walter Thompson Hong Kong Associate Creative Director
Edmond Leung J. Walter Thompson Hong Kong Art Director
Sam Chow J. Walter Thompson Hong Kong Art Director
Ho Tsz Chung J. Walter Thompson Hong Kong Director of Client Services
Samuel Yu J. Walter Thompson Hong Kong Account Director
Pocky Chau J. Walter Thompson Hong Kong Assistant Producer
Eric Chan J. Walter Thompson Hong Kong Head of Technical
Ivan Leung J. Walter Thompson Hong Kong Senior Web Developer
Links
Supporting Webpage