SUMMARY
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MANILA, Philippines – Just in time for Hong Kong’s monsoon season, a Filipino budget airline has strategically “placed” an advertisement that will only be visible when its raining.
The advertisement promoting budget airline Cebu Pacific reads, “It’s sunny in the Philippines” on pavements, with a QR code that commuters can scan with their smartphones, taking them to the airline’s website.
The Daily Mail reports that during the monsoon season, Hong Kong only gets 100 hours of sunshine and the ad is designed to entice people who are craving for some time under the sun to consider visiting the Philippines.
Advertising agency Ogilvy & Mather commissioned by the airline, used waterproof spray paint to stencil the advert onto the pavements, making them invisible until it rains.
According to the same news article, the advertising agency reported a 37% increase in the Cebu Pacific website’s traffic.
Ogilvy & Mather’s Chief Creative Officer Reed Collins reportedly said, “Hong Kong summers are notorious for thunderstorms, so we thought, why not use the rain to bring a little sunshine into people’s lives?”
He added that the QR code was something unexpected and something never seen before under such cirumstances, so it received a lot of attention and “sparked action.”
What do you think of the advert? Yay or nay? Let us know in the comments section below. – Rappler.com
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