A great example of how to create your own media, when you can’t afford the use of traditional media.

With barely 100 hours of sunshine, Hong Kong’s monsoon season is the best time of the year to lure people to the sunny Philippines. But Cebu Pacific Air, the national budget airline, needed an idea to outsmart the bigger airlines offering similar deals.

Using innovative water-repellent technology, we hid QR codes in plain sight across town and waited for the rain to make them visible. These ‘rain-codes’ led to a mobile booking engine with special offers on flights. Once the rain stopped, the codes expired.

Flight booking grew by 37% month-on-month and showed that, with a little clever thinking, every cloud can have a silver lining.

Brands can no longer expect people to act on messages or stories alone. They need ideas that can touch minds, hearts and – most importantly – the very inner strings of human behavior."

Dani Comar, Chief Creative Officer, APAC

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