5: SOCIAL (Best use of Instagram)


Till We Fly Again - Cathay Pacific
Airline Branding

Shortlist
Title of Entry: | Till We Fly Again |
---|---|
Brand: | Cathay Pacific |
Product/Service: | Airline Branding |
Client: | Cathay Pacific Airways |
Entrant Company: | Leo Burnett HK |
Creative Agency: | Leo Burnett HK |
Sector: | TRAVEL |
Chief Creative Officer: | Carol Lam |
Creative Director: | Christopher Lee |
Date of Release: | 2020-04-22 |
Notes: | The Challenge: Cathay Pacific – one of the airlines worst hit by the spread of Covid-19 – had to cut back on flights by 75% and saw over 3,000 flights disappearing from its schedule. With global travel restrictions imposed, the brand was grounded, much like the people. But with travelling being the “top 5” most missed and anticipated activity during lockdown (CTR & E-tracking 2020 Covid-19 Impact on Consumers Report), how could Cathay Pacific still help people “fly” when we’re all grounded? The Idea: We launched a social campaign, starting with a video made with user generated content, that encouraged everyone to find wonders of the world in every nook and cranny. This started everyday online conversations about all the places we wished to visit, till we fly again. 12,000 Asia Miles were then given away to fans who submitted the most creative visuals to help them redeem a future trip to their photo’s destination. The Results: User generated campaign adapted across 16 markets Over 10,000,000 social media impressions Over 560,000 social views Over 100,000 positive social engagement #TillWeFlyAgain continues to get images daily |
Other Credits: | Group Creative Director - Christopher Lee |
Other Credits: | Associate Creative Director - Francis Wong |
Other Credits: | Managing Partner - Angie Wong |
Other Credits: | Senior Brand Director - Lydia Wong |
Other Credits: | Senior Strategist - Tasmina Chhugani |
Other Credits: | Digital Strategy Director - Winnie Cho (MSL HK) |
Other Credits: | Senior Consultant - Chloe Yung (MSL HK) |