benchmark report
airline marketing
traditional
la nueva iberia
rain codes
IBERIA
Between May 20th and 26th, Iberia marketed its new in-flight entertainment system by placing reproductions of it at key points of peak traffic in the streets of Madrid and Barcelona. The airline partnered with media buying company Carat and outdoor kiosk specialist Posterscope to turn some of Posterscope’s interactive kiosks into inflight entertainment systems.
CEBU PACIFIC
chosen for their location and high traffic volumes at peak hours and Iberia aimed to generate over 8,000 interactions with the kiosks.
To obtain the attention of media-savvy consumers - who routinely ignore ads out-of-home advertising has become much more creative. In Hong Kong, which receives just 100 hours of sunshine during its summer monsoon season, Philippine LCC Cebu Pacific used the wet weather as an integral part of a clever outdoor campaign aimed at driving bookings to a much sunnier Philippines.
Passersby could interact with the entertainment system as if they were on a plane from Iberia and discover, among other things , the catalogue of movies, TV series, music, games, as well as information about the flight, destination airport or city. Video and images here and here .
The clever campaign used water repellent spray was used to draw ads onto the ground in high traffic areas throughout the city, making them invisible until wet weather hits, when water droplets roll off the sprayed surface, revealing a brief tagline, “It’s Sunny in the Philippines.”
The reproductions were placed in a total of 10 bus shelters: five in Madrid and five in Barcelona. The shelters were strategically
The sunny advert was also accompanied by a QR code - known in this case as a ‘rain code’ - meaning wet commuters could scan
JUNE 2014 ISSUE
the ground with their phone and to receive a Cebu Pacific discount code to be used for a flight to the Philippines. Video of the campaign here “Hong Kong summers are notorious for thunderstorms, so we thought, why not use the rain to bring a little sunshine into people’s lives?” said Reed Collins, Chief Creative Officer, Ogilvy & Mather Hong Kong, who created the campaign for Cebu Pacific. “Our ‘rain-codes’ were so unexpected, something people had never seen before. The campaign received a lot of attention, but even better, they sparked action.” In a case study video crafted by Ogilvy, the agency claims the stunt led to a 37 per cent increase in online bookings for Cebu Pacific.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
