EPISODE 1

TitleEPISODE 1
BrandCATHAY PACIFIC AIRWAYS
Product / ServiceAIRLINE ROUTE LAUNCH
CategoryD03. Webisodes / Series
EntrantLEO BURNETT HONG KONG, HONG KONG SAR
Idea Creation LEO BURNETT HONG KONG, HONG KONG SAR

Credits

Name Company Position
Carol Lam Leo Burnett HK President & Chief Creative Officer
Sonic Choy Leo Burnett HK Executive Creative Director
Richard Tunbridge Leo Burnett HK Group Creative Director & Copywriter
Jessie Fung Leo Burnett HK Associate Creative Director & Copywriter
Anita Chan Leo Burnett HK Agency Producer
bobby Chiu Leo Burnett HK Creative Director
Cyan Chan Leo Burnett HK Copywriter
Angie Wong Leo Burnett HK Global Client Lead
Headman Lai Leo Burnett HK Brand Manager
Antony Yiu Digitas Managing Director
Hilda Ng Digitas Senior Digital Manager
Priscilla Li Digitas Associate Digital Manager
Heison Ng Present Continuous Ltd. Film Director

Background

In March, Cathay Pacific launched the only direct flights between Hong Kong and Seattle, aboard the A350 aircraft. “Sleep Less in Seattle” campaign was created to promote this new route, increase awareness and drive sales. But the US is barely on people’s radar. When people think about flying to the US, they don’t think about Seattle. HongKongers have a passion for travel, with the only direct flight from Hong Kong to Seattle by Cathay Pacific. We have an opportunity to fuel their exploration of experiences by telling them what Seattle has to offer as a city and a hub and encourage people to travel to this city.

Describe the creative idea

Travelers were invited to “do more and sleep less in Seattle” – to discover the attractions and romance of this unique city. The episodic story features a man on a business trip. With the launch of Cathay Pacific’s direct flights to Seattle, he no longer needs to transit through LA, and is unable to catch up with his ex-girlfriend. By chance, however, he meets a young woman on the flight. A romance ensues. We follow them as they take in Seattle’s many sights. A cliff-hangar ending had audiences wondering what would happen next. To raise awareness, the first episode was distributed through social media and other key channels. The ongoing conversation was further driven, online, with the release of the 2nd episode, and soliciting alternate endings from consumers. Retargeting further piqued the intrigue of consumers, leading to click-thru and purchase.

Describe the strategy

With the launch of the only direct flight to Seattle in Hong Kong by Cathay Pacific, we offer people an exclusive gateway for new travelling experience. We don’t have to spend time on transfer anymore, we thus have more time to discover the city in depth. Going beyond traditional itineraries and bringing you new ways and experiences to discover and connecting you physically and emotionally to Seattle and the West Coast. The goal of Seattle Campaign is to create awareness and interest about Cathay Pacific’s new direct flight service to Seattle, and ultimately the revenue from this route. With full-funnel strategy, covering from awareness, consideration to purchase, this campaign incorporated the full consumer journey into the media strategy.

Describe the execution

Travelers were invited to “do more and sleep less in Seattle” – to discover the attractions and romance of this unique city. The episodic story features a man on a business trip. With the launch of Cathay Pacific’s direct flights to Seattle, he no longer needs to transit through LA, and is unable to catch up with his ex-girlfriend. By chance, however, he meets a young woman on the flight. A romance ensues. We follow them as they take in Seattle’s many sights. A cliff-hangar ending had audiences wondering what would happen next. To raise awareness, the first episode was distributed through social media and other key channels. The ongoing conversation was further driven, online, with the release of the 2nd episode, and soliciting alternate endings from consumers. Retargeting further piqued the intrigue of consumers, leading to click-thru and purchase.

List the results

The campaign generated 37M impressions in total. And the campaign aims to drive video views and traffic to the site. 47,645 successful landings were driven to the campaign page from over 131K link clicks from the ads, which had resulted in a landing rate of 36%. The outstanding performance on videos helps to keep our campaign awareness on mass portal and its network with a good response rate. 50% more tickets being sold compared with the previous North America route launch campaign. Compare with our KPI, We have drive 85.71% more impression, and 165.55% more clicks and 50% more tickets are being sold compared with the previous North America Long Haul route launch campaign.

Links

Video URL