The client brief outlined 3 challenges – 1. Declining brand love • Cathay Pacific was once one of Hong Kong’s most loved brands; in the last 3 years key metrics such as awareness, brand trust have all fallen nearly 10 points 2. Competitor activity • With our regional competitors having a head start in communications and activity, brand preference has dropped to 42%, compared to 63% 3 years prior

Objectives 1. Increase brand awareness • 89% to 93% 2. Increase preference • 42% to 48% 3. Drive sales • 85% of flight capacity

Interpretation: When you fall out of love with someone, what is true is that you loved them before.

Our business challenge was not to create something new But to reactivate something that is now dormant As an airline, we can’t simply say “we can fly you where you want to go”.

Our competitors can, and are, doing that. The only difference is that Hong Kong used to fly with us. And they used to love it.

Our true competitive advantage is to find what reminds people of when they loved Cathay.

And show them that whatever that is, still exists today

Insight / Breakthrough Thinking: Everyone. Steals. From. Cathay.

From eye masks to playing cards to cutlery. Cathay’s salt and pepper shakers were taken so often they had to be discontinued.

But people don’t steal things from airlines they hate. And while they may not love Cathay as much at present, these “souvenirs” are still in their homes.

Each a reminder of incredible travel memories enabled by Cathay.

Rather than tell people why they should love Cathay, we pointed out all the Cathay items that littered Hong Kong homes.

Not to call out their mischief, but to celebrate their tacit endorsement of our brand

Creative Idea: Souvenired Media Use the “stolen” Cathay items in peoples homes, to re-activate their love of the brand.

We developed a brand film where the most stolen Cathay items came to life, and reminded people to start traveling again.

Igniting a social conversation with time-target ads about what Cathay items people had in their homes, and how they got there.

HK’s biggest pop-star takes a pen on every tour as a ritual Marvel actor’s child’s blankie came from a Cathay plane, and now can’t go anywhere without it.

We got the entire city talking, and gave “confessions” about their Cathay souvenirs.

And where most brands would admonish such behaviour We rewarded it and got people flying again.

Outcome / Results: Souvenired Media not only got HKers loving Cathay again… We returned awareness and preference to pre-pandemic levels.

Objective: Increase brand preference from 89% to 93% Result: Increased 7 points to 96%

Objective: Increase consideration from 43% to 48% Result: Increased 11 points to 53% … they began to fly with us again too

Objective: 85% of flight capacity

Our social engagement retargeting led to HKD19.9M in sales

With a post-campaign survey of 61% saying they were inspired to travel again

We had 1.4M people flying with us during the campaign period

Including 53,000+ in a single day; our highest figure in over 3 years.

Returning flight capacity to 90.4%