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, is not the only one offering escapades and needed an idea to outsmart the bigger.
Using innovative water-repellent technology, we hid QR codes in plain sight across town and waited for the rain to make them visible. The timely 'rain-codes' led to a mobile booking engine with special offers on flights to the Philippines. Once the rain stopped, the promo codes expired.
Flight booking grew by 37% month-on-month.