Cannes Contenders: McCann Worldgroup Hong Kong Cathay Pacific Team

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

Betsy Beer.jpgBetsy Beer
McCann Worldgroup Hong Kong - Cathay Pacific Team
Did you know that your sense of taste is dulled by up to 30% when you fly? Cathay Pacific Airways took innovation and flight science to new heights this spring, launching the world's first beer scientifically crafted for 35,000ft. Fusing science with traditional brewing methods, Betsy Beer is a product like no other. Its launch on selected routes triggered a global conversation on a scale the airline had never seen before. Due to its success, Betsy has now been expanded across all key routes, as well as craft outlets around Hong Kong. It contributed to a 24% revenue growth on launch routes and is currently one of Hong Kong's fastest selling alcoholic beverages.
The Art Map.jpgArtmap
McCann Worldgroup Hong Kong - Cathay Pacific Team
The Artmap rewards Cathay Pacific's most valuable segment of customers like never before on their birthday. Rather than reaching out to each of the airline's 1,089,365 members with a default and impersonal birthday greeting, the brand delivered a unique digital contemporary art piece - constructed by a special algorithm, and inspired by each member's individual yearlong travel data.
 
These customised gifts created meaningful connections that drove a huge emotional response amongst members - also raising birthday EDM click-through rates from a previous 1% to a staggering 87%. The Artmap turned a simple loyalty activity into a data story that was covered by mainstream media around the world.
 
Marriage in the air.jpgMarriage in the Air
McCann Worldgroup Hong Kong - Cathay Pacific Team

How do you create awareness about the rebranding of Dragonair to Cathay Dragon and it's new union with Cathay Pacific to 1.37 billion people? You invite them all to a Marriage in the Air - China's first premium wedding at 35,000 feet!
 
 Three engaged-to-be-married travel influencers from China's top three social travel platforms competed for a chance to be married on a Cathay Dragon flight, have a reception in Cathay's First Class lounge, and a honeymoon trip with Cathay Pacific. It was one of China's most successful social influencer campaigns with 123% increase in brand awareness and 1 billion total impressions.

We are inviting agencies to showcase your agency's best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year's festival. Include a link to the case study/TVC or supply jpegs if it is print.

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A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

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