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Ogilvy claims ads only visible in the rain led to bookings jump for Cebu Pacific in Hong Kong

Picture 7Ad agency Geometry Global, which is part of Ogilvy & Mather Group, is claiming that ads only visible in the rain on the streets of Hong Kong led to a big jump in online bookings for Cebu Pacific, a low-cost airline from the Philippines.

Using water resistant spray, the agency placed messages on roads and pedestrian areas that spelled out the words “It’s sunny in the Philippines” on the ground when it was raining.

The message appeared besides a QR code. Pedestrians were expected to stand in the monsoon rain to take a picture of the QR code to receive a discount on a flight to the Philippines.

In a case study awards video crafted by Ogilvy, the agency claims the stunt led to a 37 per cent increase in online bookings for Cebu Pacific.

The video can be viewed here:

The agency has yet to respond to Mumbrella’s questions about the campaign period that led to the online bookings jump. In April, there were 12 days of rain in Hong Kong, most with less than 5mm in rainfall per day.

The chief creative officer of Ogilvy & Mather Group Hong Kong, Reed Collins, said in a press release: “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.”

The idea is not dissimilar to the approach taken in an Innocean Worldwide campaign for client Domino’s Pizza in Korea last year. In the stunt, a man rode a bicycle that deposited water on the ground that spelled out a promotional message for pizza. The agency claimed that the campaign led to a 750 per cent increase in take-out sales.

Though the campaign, called ‘Waterdrop’, won a bronze at Cannes, it was thrown out by the media jury at Spikes Asia a few months later because the jury chairman was not convinced by the claimed results.

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