Retail ad only works when it rains

A unique retail advertising concept trialled in Hong Kong has grabbed attention for both its innovation and its relevance.

Get caught in a rain shower when walking on the streets of Hong Kong and glance down you might just see one of the most unique advertising campaigns yet devised – an advertisement encouraging you to book a flight with Cebu Pacific Airlines to sun-soaked, rain-free Philippines…

When monsoon season hits Hong Kong, rain showers are frequent – and frustrating. So what better than to tempt wet pedestrians to take a holiday in a tropical destination in the Philippines?

Created by ad agency Ogilvy Asia, the campaign used a water-repellent spray stencilled onto the sidewalks in busy locations, according to a report by trend monitoring website Springwise.com. When the weather was dry, the ads weren’t visible. But when the rain fell, the message appeared as if by magic, spelling out the tagline ‘It’s Sunny in the Philippines’.

The ad incorporated a QR code that offered more information and offered discounts on flights to the Philippines when scanned with a smartphone (providing you could use your smartphone without it getting wet!). According to the creators, the Cebu Pacific site saw a 37 per cent increase in bookings as a result of the campaign.