Cebu Pacific, the Philippines’ leading airline, wanted to boost their share of Hong Kong travellers during monsoon season with nothing else than standard fare discounts.
We thought of a way to make the promotion count by surprising prospects at the very right moment when they’re thinking of fleeing from the bad weather.
We hid our message in plain sight, using a water-repellent spray that revealed a QR code with access to the discounted fares only when it rained.
Credits
This idea would not have happened without the outstanding people I had the privilege to work with. I want to give due credit to Kenny Blumenschein, Harshad Sreedharan and David Paysant.
