HK Express - Pay For Yourself, Not Everyone Else

HK Express - Pay For Yourself, Not Everyone Else

Poking fun at the secret charges hidden in the airfares of many full-service airlines, trendsetting, low-cost carrier HK Express recently launched a cheeky campaign entitled “Pay for Yourself, Not Everyone Else.” using the hashtag #HKExpress.

The brainchild of the award-winning creatives at Leo Burnett Shanghai the campaign sought to highlight the fact that most passengers unwittingly pay for amenities that they never personally use or even want by paying higher fares. Aimed squarely at passengers in mainland China, the centerpiece of HK Express’ campaign is a hilarious, hidden camera-style video clip with a pushy young woman licking the ice cream cones of unsuspecting customers in a convenience store, essentially taking something that someone else has paid for.

Going out of their way to court budgetconscious mainland flyers, particularly in the increasingly affluent Pearl Delta Region of Southern China, the HK Express clips put a madcap spin on the ridiculousness of paying extra for a stranger’s comfort while also assuring travellers that they will never encounter anything similar on an HK Express flight.

While humorous campaigns like this are nothing new to HK Express, which launched a popular plane naming contest with a dim sum theme in 2013, the current campaign garnered the carrier stellar writeups on popular marketing websites such as Campaign Brief Asia and Marketing Magazine and has also helped HK Express pass the 500K fan mark on the carrier’s official Facebook page .