It’s Sunny in the Philippines! A Creative Street Ad that’s visible only in the Rain!

Are you a person who thought Advertisements are successful only when digital? or perhaps in a conventional form such as in the daily newspaper? Our generation of creative people look beyond conventions, beyond the digital technology, beyond campaigns that involve human effort, and yet come up with innovative strategies for advertisements. One such is Philippines based Airline Cebu Pacific.

It is always the case that citizens and denizens of Hong Kong prefer to take a holiday during monsoon as the city is almost flooded. This is the period where they enjoy a trip to a sunny place, co-incidentally Philippines. Looking at the opportunity in this area, Cebu Pacific used an Ad agency Ogilvy Asia to create a sidewalk ad campaign.

This campaign involves the usage of a spray that is hydrophobic and visible only when it comes in contact with water. This means that when water falls on the region covered with the spray, the sprayed region alone repels water and hence remains dry. Thereby making the dray region visible while other parts are wet.

This water-repellant spray is used to sketch out “It’s Sunny in Philippines” This sketch automatically becomes visible when it rains, essentially luring people or at least sowing a seed of an idea to take a break to Philippines. Now who wouldn’t fall for the thought of bright sun in the midst of a cloudy, rainy flooded place!

Here comes the part where people prefer Cebu Pacific. Along with the slogan, they also spray a QR code information that can be scanned by people using their smart devices. Surprise, surprise! You got yourself a discount on a flight journey by Cebu Pacific! As a result, the airlines company enjoyed an approximately 40% rise in bookings. The beauty being the ad campaign was completely innovative, new and no involvement of digital technology (um, except the QR code part. But surely, we can discount that in comparison to other such types!)

Watch the below video…