1 2
 
 
  • SUB CATEGORY :
    DIRECT CAMPAIGN FOR RETENTION/LOYALTY
  • COMPANY ENTERING :
    MCCANN WORLDGROUP HK, HONG KONG
  • ENTRY TITLE :
    THE ARTMAP
  • BRAND :
    CATHAY PACIFIC
  • ADVERTISER :
    CATHAY PACIFIC AIRWAYS
  • AGENCY :
    MCCANN WORLDGROUP, HONG KONG/MRM/
    MCCANN HONG KONG, HONG KONG
  • MANAGING PARTNER :
    BRANDON CHEUNG
  • EXECUTIVE CREATIVE DIRECTOR :
    MARTIN LEVER
  • CREATIVE DIRECTOR :
    GUIDO PECEGO/RICK KWAN
  • CREATIVE TECHNOLOGIST :
    JOE MEADWAY
  • ASSOCIATE CREATIVE DIRECTOR :
    DAN JACQUES
  • COPYWRITER :
    LEANNE LI/DEBBY YUNG
  • CHINESE COPYWRITER :
    JUVENIA POON/YVONNE CHENG
  • SENIOR ART DIRECTOR :
    DANIEL CHEONG
  • ART DIRECTOR :
    O MOK
  • JUNIOR ART DIRECTOR :
    WONG PING WAI
  • SENIOR WEB DEVELOPER :
    ALDRIC LAM
  • PROGRAMMER :
    JASON HUANG
  • PHOTOGRAPHER :
    LUKE CHAN
  • ILLUSTRATOR :
    GEORGE CHEUNG
  • GROUP ACCOUNT DIRECTOR :
    JULIA BROUGHTON
  • ASSOCIATE ACCOUNT DIRECTOR :
    MABEL CHUI
  • ACCOUNT MANAGER :
    RYEN WAN
  • SENIOR ACCOUNT EXECUTIVE :
    MANDY NG
  • PROJECT EXECUTIVE :
    DORIS LAW
  • CHANNEL PLANNING DIRECTOR :
    NICOLA YATES
  • SENIOR DIGITAL ANALIST :
    MALTE BARTEN
  • DIGITAL MANAGER :
    PRASHANT GALANI
  • CREATIVE SERVICES MANAGER :
    KAT PAU
  • ASSISTANT DIGITAL PRODUCER :
    CHARLOTTE TSE
  • SPECIAL EFFECTS COMPANY :
    PILL AND PILLOW, HONG KONG
  • DIGITAL ARTIST :
    HENRY CHU
  • SOUND PRODUCTION COMPANY :
    DRUM MUSIC, HONG KONG
  • MUSIC COMPOSER :
    PETE MILLWARD
  • THE BRIEF :
    CATHAY PACIFIC AIRWAYS WANTED TO TAKE PERSONALISATION TO NEW HEIGHTS FOR THEIR LOYAL MARCO POLO CLUB MEMBERS ON THEIR BIRTHDAYS. BUT WITH NEARLY ONE MILLION MEMBERS, THE CHALLENGE WAS HOW TO CREATE A TRULY PERSONAL GREETING FOR EACH AND EVERY MEMBER? OBJECTIVES: -CONCEIVE A DIRECT COMMUNICATION THAT WOULD CREATE A GENUINE EMOTIONAL RESPONSE, DRIVING PERSONAL PRIDE AND BRAND LOYALTY -DEVISE A CONCEPT THAT WOULD ALLOW FOR A UNIQUE BIRTHDAY GREETING FOR EACH OF THE CLUB’S ONE MILLION MEMBERS -INCREASE CLICK THROUGH COMPARED TO STANDARD DIRECT COMMUNICATIONS -INSPIRE MEMBERS TO CONTINUE TRAVELING WITH CATHAY PACIFIC NOW AND IN THE FUTURE
  • THE STRATEGY :
    MARCO POLO MEMBERS ARE CATHAY’S MOST FREQUENT AND LOYAL FLYERS. MANY FLY FOR BUSINESS REASONS AND ARE VERY TIME CONSCIOUS. MEMBERS APPRECIATE THE PERSONAL TOUCHES THAT HELP THEM TRAVEL WELL AND GET THROUGH THEIR BUSY TRAVEL SCHEDULE EFFICIENTLY. WITH RECENT TIER STATUS CHANGES TO MARCO POLO CLUB CREATING ANXIETY AMONGST SOME MEMBERS, THE BIRTHDAY MESSAGE WAS AN OPPORTUNITY TO SHOW MEMBERS THAT CATHAY REALLY CARES ABOUT THEM AS INDIVIDUALS. WITH BIRTHDAY GREETINGS FROM BRANDS TYPICALLY IMPERSONAL AND TEMPLATED – WE FELT THIS WAS AN OPPORTUNITY TO DO SOMETHING FRESH IN DIRECT–SHOWING THAT CATHAY CARES ABOUT EVERY JOURNEY EACH MEMBER TAKES
  • THE EXECUTION :
    TO CREATE ONE MILLION UNIQUE ART PIECES INSPIRED BY MEMBER JOURNEYS, WE TEAMED UP WITH DIGITAL ARTIST, HENRY CHIU, TO CREATE A BEAUTIFUL CHINESE BRUSHSTROKE TOOL. WE THEN DEVELOPED A BESPOKE ALGORITHM TO EXTRACT THE TRAVEL DATA WE NEEDED FROM OUR EXTENSIVE DATABASE. AFTER THAT WE PLOTTED EACH MEMBER’S YEARLONG TRAVEL DATA ONTO A WORLD MAP USING OUR BRUSHSTROKE TOOL. THIS WAS FINALLY DELIVERED TO MEMBERS IN THE FORM OF AN EDM ON THEIR BIRTHDAY. THE EDM TOOK THEM THROUGH TO A PERSONALISED MICROSITE, WHERE THEIR UNIQUE PAINTED JOURNEY CAME TO LIFE – THIS COULD THEN BE PRINTED AND FRAMED.
  • THE RESULT :
    OUR AIM WAS TO SEND A TRULY PERSONAL BIRTHDAY MESSAGE TO MEMBERS, BUT WHAT’S THE POINT IF IT’S NOT RECEIVED. ARTMAP’S CLICK THROUGH RATE WAS A STAGGERING 82% – COMPARED TO AN INDUSTRY AVERAGE OF AROUND 3%. NOT ONLY THAT, SO FAR THOUSANDS HAVE BEEN SHARED ON SOCIAL MEDIA, TAKING ARTMAP’S MESSAGE OF PERSONALISATION TO THE MASSES.