{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"LIVE EXPERIENCES & EVENTS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"PUBLICIS GROUPE HONG KONG, HONG KONG","is_link":false},{"keyword":"TITLE","content":"BACK TO KAI TAK","is_link":false},{"keyword":"BRAND","content":"CATHAY","is_link":false},{"keyword":"ADVERTISER","content":"CATHAY","is_link":false},{"keyword":"AGENCY","content":"LEO HONG KONG, HONG KONG","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"TOM KAO","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"RHYS TAYLOR","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"CHRISTOPHER LEE","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"HALO CHENG","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"WAI WONG","is_link":false},{"keyword":"ART DIRECTOR","content":"TOM TSANG\/MARCO LAM\/MICHAEL NG\/ZOI LAU","is_link":false},{"keyword":"COPYWRITER","content":"ABBIE CHAN","is_link":false},{"keyword":"ANIMATOR SPECIAL EFFECTS","content":"BELQIS HAMID","is_link":false},{"keyword":"COMPUTER ARTIST","content":"CHUNG LOO","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"DENNIS YEUNG","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"CARRIE CHAN","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"DENISE LEUNG","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"MARTIN SMITH","is_link":false},{"keyword":"STRATEGIC PLANNER","content":"GARRON CHIU","is_link":false},{"keyword":"MEDIA AGENCY","content":"DIGITAS HONG KONG, HONG KONG","is_link":false},{"keyword":"MEDIA PLANNING MANAGER","content":"BERNICE POON","is_link":false},{"keyword":"MEDIA PLANNER","content":"OLIVIA HO","is_link":false},{"keyword":"SENIOR DIGITAL SPECIALIST","content":"CHARLENE KWOK","is_link":false},{"keyword":"DIGITAL SPECIALIST","content":"ENNIUS NG","is_link":false},{"keyword":"CLIENT LEAD OF PUBLICIS MEDIA HONG KONG","content":"SVEN BALLY","is_link":false},{"keyword":"PR AGENCY","content":"MSL HONG KONG, HONG KONG","is_link":false},{"keyword":"GENERAL MANAGER & EXECUTIVE CREATIVE OFFICER","content":"MIUSON CHI","is_link":false},{"keyword":"PR DIRECTOR","content":"JOJO CHOI","is_link":false},{"keyword":"SENIOR ASSOCIATE","content":"PHOEBE NG","is_link":false},{"keyword":"SENIOR CONSULTANT","content":"CHARLES LIU","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"LEO HONG KONG, HONG KONG","is_link":false},{"keyword":"DIRECTOR","content":"WAI WONG","is_link":false},{"keyword":"FILM PRODUCER","content":"PELIE KWOK","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"FRIDAY POST PRODUCTION CO. LIMITED, HONG KONG","is_link":false},{"keyword":"EDITOR","content":"PHOEBE CHEUNG\/MOON YUEN","is_link":false},{"keyword":"COLORIST","content":"YIN","is_link":false},{"keyword":"SPECIAL EFFECTS","content":"FRANKIE CHAN","is_link":false},{"keyword":"POST PRODUCER","content":"NANCY WONG","is_link":false},{"keyword":"PRINT PRODUCTION COMPANY","content":"PRODIGIOUS HONG KONG, HONG KONG","is_link":false},{"keyword":"PHOTOGRAPHER","content":"LAM CW\/MATHEW TSANG\/JERRY PANG\/KL MAN","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"While Cathay Pacific is Hong Kong’s national carrier, Hong Kong people have a love-hate relationship with the brand, resulting in a drop in brand love to its lowest in 5 years. \r\n<br>\r\n<br>However, deep down, Cathay holds a unique place in the hearts of Hong Kongers as the primary carrier for 80 years. Millions of locals have cherished memories of Cathay landing at Kai Tak airport. The Kai Tak landing was world-famous because planes flew meters above residential buildings. Planespotters and travellers from around the world come to Hong Kong to photograph this moment. So when Kai Tak Airport moved in 1998, millions of Hong Kongers tearfully bid goodbye. With it, Hong Kong’s pride disappeared. \r\n<br>\r\n<br>So, when Cathay sponsored Hong Kong’s newest state-of-the-art Kai Tak Stadium, built on the site where the Kai Tak airport once stood, we celebrated this moment by doing the impossible: re-enacting the Kai Tak Landing flight route so we could re-create a beloved collective memory with Hong Kong and remind Hong Kongers of our collective pride and love of Hong Kong and the brand.\r\n<br>\r\n<br>In a month, we retrained pilots, partnered with the Hong Kong government to establish a temporary no-fly zone for safety, and orchestrated the city’s biggest spectacle. During the finals of the Hong Kong Rugby Sevens that was held at the Kai Tak Stadium, our city’s Super Bowl equivalent, we LIVE broadcasted the flight on one of Hong Kong’s largest news broadcast network, we positioned photographers on skyscrapers to recapture a new iconic image of this nostalgic stunt, and even livestreamed the experience to the 30,000 people in the audience of the Kai Tak Stadium.\r\n<br>\r\n<br>The documentary of the whole orchestration of re-enacting the Kai Tak Landing also garnered 9 million views in a city with a population of 7 million.\r\n<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"“Back to Kai Tak” is more than another fly past. We did the impossible: re-enacting the Kai Tak Landing \r\nso Hong Kong’s pride can soar once more.\r\n<br>\r\n<br>As the SCMP states, “A University of Hong Kong survey has found that Hong Kongers’ sense of pride has plunged to \r\nan all-time low.”\r\n<br>\r\n<br>So we decided to reignite Hong Kongers love of the brand by moving them with one of our city’s most beloved and nostalgic moments in our lives - the Kai Tak Landing.\r\n<br>\r\n<br>Generations of locals have fond memories of this experience, from trying to touch the planes' bellies to having romantic dates just to watch them soar above rooftops. The Kai Tak Landing was also the pride of the city because \r\nit was world-famous; travellers specifically came to Hong Kong to capture this moment. Hollywood made movies about how frightening it was for pilots (The Night My Number Came Up, 1955). Artists today still painting murals of \r\nthis experience in the city. \r\n<br>\r\n<br>So when Cathay sponsored the newest Kai Stadium, which was built where our brand’s old home once stood, \r\nwe celebrated this moment by creating a new collective memory.","is_link":false},{"keyword":"STRATEGY","content":"Our main audience was existing Cathay customers, those who were already familiar with the brand, and all were likely to have a memory of Cathay frequently doing the Kai Tak Landing. Over the past few years, Cathay has faced negative sentiment in the home market. The belief that Cathay represented the worst of Hong Kong, including \r\na decline in quality, service, and global fame. Also, due to a lack of mass communications from Cathay, there was \r\na major drop in brand love. \r\n<br>\r\n<br>To evoke pride, brand love and awareness, we knew we couldn’t rely on traditional advertising. We needed to do something that really moved our audience, and the whole city, emotionally. \r\n<br>\r\n<br>We made the spectacle of the impossible re-enactment of the Kai Tak Landing a pop culture event that can’t be missed. We collaborated with 20+ organisations, especially the Hong Kong government, to use social media \r\nto announce the event, which was organically reshared by media titles and influencers, kickstarting the hype.\r\n<br>\r\n<br>We then leveraged a LIVE broadcast in the Stadium and on one of Hong Kong’s largest news channels, branded social media content and a documentary film to sustain the excitement and love around the event.\r\n<br>","is_link":false},{"keyword":"EXECUTION","content":"For a month, we worked with 20+ organisations, including the Hong Kong government, to ensure we could safely \r\nre-enact the low-altitude flypast. We retrained pilots, just to fly at touching distance.\r\n<br>\r\n<br>Because Cathay also sponsored the Hong Kong Rugby Sevens (the city’s Super Bowl equivalent), which was held \r\nat the Kai Tak Stadium, this became the best opportunity to re-enact this impossible spectacle before the finals match. We orchestrated:\r\n<br>\r\n<br>1. A week in advance, the Hong Kong Government issued an official announcement through social media. Organically, media titles reshared the spectacle's time and date. \r\n<br>2. We found 20 vantage spots on skyscrapers and placed our photographers and videographers to capture new iconic photos and videos of this fly past\r\n<br>3. We worked with one of Hong Kong’s largest news broadcasters, RTHK, to broadcast the event LIVE\r\n<br>4. Inside the Kai Tak Stadium, we broadcast the whole low-altitude flight route as the pilots narrated this experience LIVE to immerse the 30,000 people audience \r\n<br>5. Within 24 hours, we published official photographs and social media reels that were organically reshared by social media influencers\r\n<br>6. We launched a documentary, which garnered 9 million views in a city of 7 million people","is_link":false},{"keyword":"RESULT","content":"By doing the impossible, the pride of Hong Kong flew again:\r\n<br>1. #1 trending topic in Hong Kong\r\n<br>2. HKD13 million in Global PR value\r\n<br>3. 97.3% positive sentiment for Cathay (a historic high)\r\n<br>4. 6.8 million in total reach\r\n<br>5. 9.4 million video views (in a city of 7 million people)\r\n<br>\r\n<br>Most importantly, Hong Kong was reminded of why they love Cathay. Over thousands of organic posts were shared by people of Hong Kong talking about how this spectacle reminded them of their favourite memories of watching \r\nthe Kai Tak Landing, reaching over 215,000 engagements. \r\n<br>","is_link":false}],"files2":[{"name":"BE08_006.mp4","type":"mp4"},{"name":"BE08_006L.jpg","type":"jpg"}],"count":2}