After 3 years of lying dormant due to Hong Kong’s travel restrictions, Cathay had the opportunity to regain category leadership and reintroduce itself to the world. In its 8 key markets, awareness has dropped between 10-22% since 2019. People were either not aware of the brad, or could not attribute Cathay’s marketing with the brand.

Much of this had to do with the same-sameness of the premium aviation category. It is hard to stand out, when everything looked the same. The same person eating the same local street food before walking down the same aisle with a suitcase through the business class cabin as the same smiling flight attendant greets you.

Cathay’s objective was to increase awareness in key global markets, with a campaign that has to be distinctive and draws an emotional connection, to drive attribution and memorability at scale.

The 2-minute film features nearly 50 scenes, ranging from less-than-one to 7 seconds, all showcasing the joy of movement. Every scene was built on a frame work of showing the “movement”, and showing how it “feels good”.

Every scene from the brand film was then turned into different “Move Visuals”, key visuals both animated and still, to be used across touchpoints from out-of-home billboards to digital banners.

More importantly, this motif allowed us to to create additional “Move Visuals” for different markets, different contexts, different touchpoints and different locations all across the globe.

It also gave a visual language for our fans to create their own “Move Visuals” on social via user generated content, all inspired by our initial brand film.

The incredible reach of our campaign allowed us to drive success throughout the awareness funnel

- 508M+ impressions worldwide, including 151M+ in Hong Kong

- 113M total video views, including 40M+ who viewed the video entirely

- 2.7x higher view through rate than our previous global campaign

- Awareness increased across all markets, by 4-12% in every key market

- According to Meta, 86% of all respondants globally reacted positively to the campaign, with 72% saying they were more likely to travel with Cathay

In the first 3 months since the campaign launch, Cathay flew 4.9M passengers, with passenger load factor at 84.7%. Passengers carried increased by 709.2% Y-O-Y over the same period, as we got the world to Feels Good to Move again.