{"id":8683,"date":"2019-11-15T12:39:38","date_gmt":"2019-11-15T12:39:38","guid":{"rendered":"https:\/\/www.vccp.com\/singapore\/?post_type=work&#038;p=8683"},"modified":"2020-08-27T08:48:32","modified_gmt":"2020-08-27T07:48:32","slug":"let-your-senses-guide-you","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/singapore\/work\/cathay-pacific\/let-your-senses-guide-you","title":{"rendered":"Let your senses guide you"},"content":{"rendered":"<div class=\"lazyblock-video-23DrTO wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/405715886?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-2KW2F wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          Our campaign &#8211; \u201cLet Your Senses Guide You\u201d centred around the fact that every journey, at its heart, is a sensorial experience. \n                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><strong>CHALLENGE<\/strong><\/p>\n<p>The highly contested business class traveller segment has resulted in airlines trying to outdo one another by investing in things like new seats and other \u2018me too\u2019 displays of extravagance.<\/p>\n<p>However, unlike its competitors, 2019 saw Cathay Pacific introducing a series of \u2018soft\u2019 product enhancements that featured natural and artisanal elements (e.g. amenity kit).<\/p>\n<p>VCCP was tasked to create a campaign to help Cathay\u2019s enhancements stand-out from the arms race, and stave off market and customer share erosion, while attracting new premium travellers to fly with them.\u00a0<\/p>\n<p><strong>INSIGHT <\/strong><\/p>\n<p>Most business class advertising relied heavily on stereotypical tropes of corporate travel.<\/p>\n<p>But this hardly reflects the real needs of passengers who choose to fly business because of the stress-minimising experiences they stand to gain access to &#8211; and not because they are traveling for \u2018business\u2019.<\/p>\n<p>We had a chance to demonstrate how Cathay Pacific\u2019s new enhancements have been thoughtfully chosen to help re-invigorate passengers so that they are ready to experience whatever awaits them in their journey, no matter their purpose of travel.\u00a0\u00a0<\/p>\n<p><strong>IDEA <\/strong><\/p>\n<p>Our campaign &#8211; \u201cLet Your Senses Guide You\u201d &#8211; centred around the fact that every journey, at its heart, is a sensorial experience. And with Cathay Pacific, your sensorial experience begins from the moment you step onboard.\u00a0<\/p>\n<p>The campaign video was accompanied by digital, print and social media assets that enticed travellers to find out more about the new Hong Kong Flavours dining menu, 400-thread-count organic cotton bedding, and the aromatic ingredients featured in the new Bamford amenity kits.\u00a0<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-ZfcUxP wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide    \" data-ride=\"carousel\" data-interval=\"0\">\r\n        \r\n                \r\n        <div class=\"carousel-inner\">\r\n          \r\n                              \r\n          <div class=\"carousel-item  active\">\r\n          \r\n                      \r\n                        <div 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1152w\">\r\n                <img data-src=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2020\/08\/JCL-Master-Landscape_Female-KV.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                \r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"template":"","class_list":["post-8683","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"8421","hero_video":"","hero_image":{"ID":8687,"id":8687,"title":"Image Screenshot for 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Your Senses Guide You","meta-description":"Our campaign \u201cLet Your Senses Guide You\u201d centred around the fact that every journey, at its heart, is a sensorial experience. And with Cathay Pacific, your sensorial experience begins from the moment you step onboard.","social-media-image":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2020\/08\/Image-Screenshot-for-Website.jpg","relateditems":[{"relateditem":{"ID":8695,"post_author":"2","post_date":"2019-10-11 13:41:00","post_date_gmt":"2019-10-11 12:41:00","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4 style=\\u0022text-align: left\\u0022\\u003eHisense celebrates 50 years of looking forward\\u003c\\\/h4\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eSince its humble beginnings in a small Qingdao radio factory in 1969, Hisense has grown into an electronics giant, building consumer electronics, household appliances and IOT solutions. It's a brand with a five decade track record of making consumers\\u2019 lives simpler and better.\\u003c\\\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eFor its 50th anniversary, VCCP worked with SomeOne to launch the celebratory campaign for Hisense, \\u201cFresh at 50\\u201d. In a series of animated films, we follow the journey of Hisense\\u2019s mascot 'Beta Ball' as it goes about discovering the world of the brand. 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The first creative under the new global brand platform is centred on the nationu2019s favourite chocolate, Cadbury Dairy Milk, and sees the brand embrace an authentic and caring approach, capturing the spirit of the nation in a way that individual consumers can relate to.u003cbr \/u003eu003cbr \/u003eThe campaign kicked off with a new TV advert on Saturday 13th January during The Voice on ITV. The 60-second spot tells the story of a young girl who enters a corner store wanting to buy a bar of Cadbury Dairy Milk. However, itu2019s not for her u2013 itu2019s for her mumu2019s birthday. As the girl has never bought something on her own before, she attempts to emulate what she has seen her mum do and gets her purse out to pay, but inside there is only a collection of small knick-knacks. She goes to pay using these trinkets, including a button and fake diamond ring, which the shopkeeper generously accepts. Even though it leaves him out of pocket, the shopkeeper ensures he doesnu2019t take the girlu2019s favourite trinket (her miniature unicorn!) and she is able to leave the shop with her Mumu2019s favourite bar of Cadbury Dairy Milk, and a smile on her face.u00a0u003c\/pu003e\",\"quote\":\"A new global brand platform which takes Cadbury back to its roots; a family brand founded on generous principles.\",\"blockId\":\"27UAJU\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-27UAJU\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Cadbury%20Posters%20landscape%22,%22caption%22:%22%22,%22id%22:10753,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10753%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Cadbury-Posters-landscape.jpg%22%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Cadbury%20Posters%20landscape%20heart%22,%22caption%22:%22%22,%22id%22:10752,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10752%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Cadbury-Posters-landscape-heart.jpg%22%7D%7D%5D\",\"blockId\":\"1TpVWw\",\"blockUniqueClass\":\"lazyblock-two-column-images-1TpVWw\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"u003ch4 style=u0022text-align: centeru0022u003eThe campaign will be further underpinned by digital, social, PR, experiential and sampling activations, as well as a second TV advert later in the year.u00a0u003c\/h4u003e\",\"blockId\":\"Z1Cfg\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1Cfg\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-image-top-aligned {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%2211936e_Cadbury%22,%22caption%22:%22%22,%22id%22:10751,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10751%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/11936e_Cadbury.jpg%22%7D\",\"text\":\"u003cpu003eEven though it leaves him out of pocket, the shopkeeper ensures he doesnu2019t take the girlu2019s favourite trinket (her miniature unicorn!) and she is able to leave the shop with her Mumu2019s favourite bar of Cadbury Dairy Milk, and a smile on her face.u003cbr \/u003eu003cbr \/u003eIn addition, brand new Out of Home will include the famous Cadbury Dairy Milk glass and a half of milk icon with other positive symbols, such as a heart, smiley face and thumbs up. Thereu2019s no Cadbury branding, it simply features the new Cadbury Dairy Milk tagline u2013 Thereu2019s a glass and a half in every one u2013 showing the human kindness in us all.u003cbr \/u003eu003cbr \/u003eFinally, between 25th and 28th January, Cadbury will be bringing the new TV spot to life by giving chocolate fans across the UK the chance to get a bar of Cadbury Dairy Milk for the price of a knick-knack, trinket or even a button! The five-day longu00a0u003ca href=u0022https:\/\/www.vccp.com\/en-gb\/work\/cadbury\/glass-and-a-half-shopu0022u003epop up storeu003c\/au003eu00a0will even have the same shop keeper as the advert! Get down to Greek Street in Soho between 10am and 6pm to experience it for yourself.u003c\/pu003e\",\"blockId\":\"13bL1a\",\"blockUniqueClass\":\"lazyblock-two-column-text-image-top-aligned-13bL1a\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"285835576\",\"blockId\":\"Z29nhvs\",\"blockUniqueClass\":\"lazyblock-video-Z29nhvs\"} \/-->","post_title":"Mum's Birthday","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"mums-birthday","to_ping":"","pinged":"","post_modified":"2020-08-27 08:38:30","post_modified_gmt":"2020-08-27 07:38:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/work\/%client_name%\/mums-birthday","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":8654,"post_author":"3","post_date":"2019-09-04 10:06:08","post_date_gmt":"2019-09-04 09:06:08","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"357765945\",\"blockId\":\"ZonqYm\",\"blockUniqueClass\":\"lazyblock-video-ZonqYm\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"u003cpu003eThatu2019s why Cadbury Dairy Milk have launched a new brand campaign, 'Donate Your Words', in support of Age UK. For the first time ever the UKu2019s number one chocolate brand has removed the words from its iconic purple bars and is 'donating' them to the Charity to help alleviate loneliness amongst older people.u00a0u003c\/pu003enu003cpu003eThe limited edition bar will be sold in supermarkets nationwide with 30p from each bar going towards Age UK to help provide vital services and support when older people need it most.u003c\/pu003enu003cpu003eThe campaign will also encourage Brits to donate their words by pledging to reach out and have a chat with older people in their communities, supported through social media, TV show partnerships, retail pop up experiences and even a custom built Facebook chatbot conversational interface.u00a0u003c\/pu003e\",\"quote\":\"There's a crisis in the UK. 1.4 million older people struggle with loneliness. 225,000 often go a whole week without speaking to anyone.\",\"blockId\":\"CPf5Q\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-CPf5Q\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22ChatBot%20(1)%22,%22caption%22:%22%22,%22id%22:10720,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=10720%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/ChatBot-1.jpg%22%7D\",\"blockId\":\"Z1eQbm4\",\"blockUniqueClass\":\"lazyblock-image-full-width-Z1eQbm4\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Weu2019re so proud to announce this partnership and to be supporting Age UK - itu2019s such an important charity that is really tackling the issue of loneliness. We are donating the words from our bars of Cadbury Dairy Milk and encouraging people up and down the country to donate theirs through small gestures that could really help change the lives of older people.\",\"quotee\":\"Laura Gray, Brand Manager at Mondelez\",\"blockId\":\"CSD4B\",\"blockUniqueClass\":\"lazyblock-quote-full-width-CSD4B\"} \/-->","post_title":"Donate Your Words","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"donate-your-words","to_ping":"","pinged":"","post_modified":"2020-08-27 08:37:11","post_modified_gmt":"2020-08-27 07:37:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/work\/%client_name%\/donate-your-words","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/work\/8683","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/users\/3"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/media?parent=8683"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}