Rain, rain, go away! These hidden messages on the streets of Hong Kong left everyone amazed!
It’s because these campaigns are not only fun, unconventional, and creative, but also result in a great brand recall! Keep reading to learn how this Philippine airline company used hidden messages on the streets of Hong Kong to impress a lot of travelers!
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Rain, rain, go away! These hidden messages on the streets of Hong Kong left everyone amazed! The Hong Kong weather is famous for being unpredictable. One thing’s for sure, it rains a lot in this place. Rain can even turn into sunshine in a split second! Hong Kong has only 1,843 hours of sunshine per year. During the monsoon season, they have only around 100 hours of sunshine! This is the time when most citizens choose to take their vacations abroad. An airline company took advantage of this behavior and created a marketing campaign that surprised and impressed everyone in 2014. CEBU PACIFIC.
How did Cebu Pacific, one of the Philippines’ leading low-cost airlines, attract the travel-loving citizens of Hong Kong to book flights to the Philippines? – REVERSE GRAFFITI – … is a process of creating temporary images and impressions on surfaces by removing dirt from the area of choice. Part of the process will show the contrast between clean and dirty sections. Reverse graffiti is also known as clean tagging, dust tagging, clean graffiti, or clean advertising. Cebu Pacific partnered with the ad agency Geometry Global Hong Kong (part of the Ogilvy & Mather Group) to launch a campaign called, “Rain Codes” using clean advertising. The campaign aims to grab the attention of Hong Kong citizens during the wet-weather, lure them to the sunny Philippines, and have them book and purchase flights through Cebu Pacific. “…Our ‘rain-codes’ were so unexpected, something people had never seen before. The campaign received a lot of attention, but even better, they sparked action.” – Reed Collins, Chief Creative Officer, Ogilvy & Mather Group Hong Kong “With ‘Rain Codes’, we wanted to deliver the perfect storm. We took into account everything from environmental factors to subtleties in people’s behavior.” – Kenny Blumenschein, Senior Creative Director & Head of Creative, Geometry Global Hong Kong THE BIG IDEA: Use an innovative water-repellent spray to create ads on the floor of busy streets and pedestrian areas of Hong Kong. THE 3 MAIN TOUCHPOINTS:
When the weather is dry, the ads aren’t visible.
But the moment the rain starts to fall, the streets become wet and the message is revealed: “It’s sunny in the Philippines” + a QR code
THE RESULT: Curious pedestrians took a picture of the QR code and received an exclusive discount offer on a flight to the Philippines. The “Rain Codes” campaign led to a 37% increase in Cebu Pacific’s online bookings. According to the Valens Research database, the airline’s 2014 second-quarter revenue was the highest.
Quarter 2 was when the campaign was launched. The results proved that the Guerrilla Marketing campaign was effective. Geometry Global Hong Kong and Cebu Pacific did a great job on this unique and creative campaign. Think about all the positive effects of Cebu Pacific’s efforts on Philippine tourism! Out of curiosity, wouldn’t you have also taken a picture of the mysterious QR code on the streets of Hong Kong? Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Follow us on LinkedIn. Stay tuned for next Thursday’s Gorillas of Guerilla Marketing! Do you want to learn about Volvo Stacked Four Trucks On Top Of Each Other In This Insane Ad? See it on next week’s Gorillas of the Guerilla Marketing! |
