Retail ad only works when it rains
In this article (4)
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.
Questions & Answers
Q.Which company developed this innovative advertising campaign?
Which company developed this innovative advertising campaign?
The advertising concept for Cebu Pacific Airlines was created by the ad agency Ogilvy Asia. They used a water-repellent spray technique to make the ads visible only when it rained in Hong Kong.
Q.What was the main purpose of the QR code included in the advertisement?
What was the main purpose of the QR code included in the advertisement?
The QR code in the advertisement was designed to offer more information about the destination. It also provided discounts on flights to the Philippines when scanned by a smartphone, encouraging immediate bookings.
Q.How successful was the campaign in terms of increasing bookings?
How successful was the campaign in terms of increasing bookings?
According to the creators of the campaign, the Cebu Pacific Airlines website experienced a significant increase in bookings. There was a 37 per cent rise in bookings attributed directly to this unique advertising effort.
Reader pulse
Is this rain-activated ad concept scalable?
24,249 votes so far