HK Express - Endurance

HK Express - Endurance

To raise awareness for its new positioning as Hong Kong’s first LCC, HK Express mixed a traditional advertising location - a bus stop in central Hong Kong - with an experiential element by challenging passersby to interact with the advert for as long as possible for a chance to win a return flight to one of the airline’s destinations.

The HK Express Endurance Challenge asked contestants to place their hands on electronic panels within the bus stop advertising displays for exactly the same amount of time it takes to fly to a particular HK Express destination.

For example, participants hoping to win a return flight from Tokyo had to stick their hand on the panel for roughly four and a half hours. The competitions shortest time was Taichung (Taiwan) at 1 hour 45 minutes. The three electronic displays - located on a bus shelter on Nathan Road in Tsim Sha Tsui - showcased different destinations every day between 28th March and 14th April. Besides the interactive element, the bus stop displays also showed HK Express’ new print campaign and its new livery.

A nice element of the campaign was the quick response from HK Express’ advertising agency to deteriorating weather conditions during the campaign, creating branded Cheap-Cheap Umbrellas in order to protect participants against the rain torrents.