Cebu Pacific’s Rain Codes to boost bookings: http://youtu.be/RkTT0ADo2Uo
The clever campaign has sprayed-painted Hong Kong streets advertising a deal to the sunny Philippines so that it only shows up when the pavement is wet.
The quirky advert, from airline Cebu Pacific, announces to dreary commuters: ‘It’s sunny in the Philippines’.
Created to coincide with Hong Kong’s monsoon season, when the city receives just 100 hours of sunshine in a month, the publicity stunt used ingenious technology so that it only shows up in the rain.
A waterproof spray was used to stencil the advert onto the pavements, making them invisible until wet weather hits, when water droplets roll off the sprayed surface, revealing the message.
The sunny advert was also accompanied by a QR code – known in this case as a ‘rain code’ – meaning wet commuters could scan the ground with their phone and get the latest flight deals to the sunny Philippines.
The advertising agency behind the stunt, Ogilvy & Mathers, said the monsoon season campaign saw 37 per cent more people logging on to the Cebu Pacific website to book discounted flights.
Kenny Blumenschein, head of creative for Geometry Global Hong Kong, which also worked on the campaign, explained: ‘The budget airline industry is highly competitive, which makes it difficult to stand out.’
Reed Collins, chief creative officer for Ogilvy & Mather Group, added: ‘Hong Kong summers are notorious for thunderstorms, so we thought, why not use the rain to bring a little sunshine into people’s lives?’
‘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.’
Source: Sarah Gordon, http://www.dailymail.co.uk