Cathay - "Let's get moving ;P (Launch)" by PHNX Awards 2024
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| Title | Let's get moving ;P (Launch) |
| Agency | Leo Burnett |
| Campaign | Let's get moving ;P |
| Advertiser | Cathay Pacific Airways |
| Brand | Cathay |
| Date of First Broadcast/Publication | 2023 / 4 |
| Product | Airline |
| Business Sector | Airlines, Airports, Railways, Bus Lines, Ferries & Cruises |
| Story | Due to the pandemic, Cathay Pacific had not launched a campaign in 3 years, resulting in a drop in awareness and brand love. So to capitalize on the reopening of travel, Cathay Pacific needed a channel strategy that could get the entire city excited for travel again. Not only did we want to dominate key ATL channels to generate awareness, we had to begin a conversation and get Hong Kong talking and remembering why they loved Cathay Pacific in the first place. The conversation would start with mass brand asset dominations both video and static on major OOH billboards, TV, digital video, key cinema placements, as well as all owned channels. This conversation would then be continued on our owned social platforms, including Facebook, Instagram, LinkedIn and Twitter. Key influencers and 3rd party channel publications would amplify this conversation, and drive user-generated content from the city joining in. To get people talking about why they loved Cathay Pacific in the first place, we landed on one key brand truth: everyone has something from Cathay Pacific at home. Carousell is littered with items from Cathay Pacific’s past, and dozens of social media and forum threads talk about people “souvenier-ing” from the airline. From knives and forks to blankets to headphones…even a safety vest! The truth is, the brand has an emotional connection to Hong Kongers, with every item a memory of their journey and pride in owning a little piece of an iconic Hong Kong brand. Our idea: Use all our classic Cathay Pacific items as an unexpected sign of approval, and turn them into an open invitation for people to get moving, and “souvenier-ing” with Cathay Pacific again. To begin our conversation, we launched a film as a rallying call to travel again, featuring some classic Cathay Pacific mementos, such as slippers, poker cards, hairbrushes, eye masks and mugs. In our film, these items literally came to life, while helping people get travel ready, and shown on major ATL channels including OOH, TV and digital video. We continued this motif on our owned social platforms with posts and short videos on some of the most fan-favourite items over the decades. Our influencer strategy sustained this, as hundreds of influencers shared their favourite “souvenir-ed” items from Cathay. Celebrities even joined the conversation organically. Keung To posted about his love of Cathay pens, taking one on every journey as a work ritual, while Fala Chan posted about her child’s favourite toy Cathay plane. This led to fans flocking to join in on the conversation. Our campaign generated a wave of awareness across the city Combined online and offline media drew 57.9M impressions, with 32M reach within the first 3 weeks 2M+ people watched our online film in full, with over 27M total views. Posts on our owned channels surpassed 2M impressions and an average 18% engagement rate We received nearly 2 million organic reach, driven by conversations from celebrities and influencers. Keung To and Fala’s posts alone saw over 100,000 likes and 3000 comments But more important was how people began seeing the Cathay brand again - Awareness returned to pre-2021 levels, increasing by 9% - Brand lift increased by 7.2% and purchase intent by 6.7% - “Video enjoyment” was at 70%, significantly higher than the average campaign Most importantly, people flew with Cathay Pacific again, with over 1.3 million passengers in the first month, representing 90.4% of the airline's passenger capacity. |
| Media Type | Television |
| Length | |
| CCO | Natalie Lam |
| Head of Creative Excellence | Jason Williams |
| ECD | Christopher Lee |
| GCD | Halo Cheng |
| CD | Huey Wong |
| CD | Miriam Yip |
| Editor | Belqis Hamid |