Cathay encourages Hong Kongers to 'get moving' in quirky campaign
From eye masks, slippers, pens and cards, Cathay is celebrating Hong Kongers penchant for keepsakes in a quirky new campaign.
The 'Let’s Get Moving ;P’ campaign, created by Publicis Groupe Hong Kong, hopes to encourage people to get travelling by reminding them of one of the least-talked-about perks - aeroplane keepsakes.
The campaign is based on insights that many people in Hong Kong have Cathay-branded items in their homes as treasured reminders of past travels, says Edward Bell, general manager of brand, insights and marketing communications at Cathay.
“Our research showed that in Hong Kong, many people have some Cathay items tucked away somewhere. We found this encouraging and inspiring as we tend to keep mementos of those things we value and want to remember. So, we decided to build on this and ask all these keepsakes to come to life and encourage us all to ‘Let’s get moving’.”
The campaign used data taken from Cathay flights to unearth its most popular branded items – and made these items the stars of the campaign.
The campaign has already created a social media buzz, with Cathay inviting Hong Kongers to share their hoarding stories and some of Hong Kong’s most renowned influencers and celebrities are now coming clean about their favourite Cathay items.
Natalie Lam, chief creative officer, Publicis Groupe APAC & MEA, says, “There's a deep bond between Cathay and Hong Kongers over all the trips taken in the past 70 years. Every pen, deck of cards, cup or eye mask we have at home brings us back to the fond memories of each trip. We love the idea of celebrating flying again with this universal truth, telling the story through the lens of these ‘keepsakes’ between the airline and its customers."
The activity has also spurred the brand to create a new line of covetable merchandise, which will be available in the future.
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Agency: Publicis Groupe Hong Kong
Natalie Lam, Chief Creative Officer, Publicis Groupe Asia Pacific, Middle East & Africa
Jason Williams, Head of Creative Excellence Publicis Groupe APAC MEA
Christopher Lee, Executive Creative Director, Publicis Groupe HK
Halo Cheng, Group Creative Director, Leo Burnett HK
Huey Wong, Creative Director, Leo Burnett HK
Miriam Yip, Creative Director, Leo Burnett HK
Dennis Yeung, Managing Partner, Leo Burnett HK
Kenneth Poon, Business Director, Leo Burnett HK
Jan Cheung, Associate Account Director, Leo Burnett HK
Production & VFX: UPP
Director: Oskar Bard
Music: Massive Music