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.

The systematic mapping of the entire journey through the PDJ is central to our way of working... more than just the framework for gathering and organising insights, it helps us to conceive and execute the strategies that place our Pivotal Ideas at precisely the right moment on the journey."

Jonathan Dodd, CSO, London

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